NAMING

What’s in a name? Sometimes everything. Descriptive and suggestive names have the power to help brands and products identify and distinguish themselves in the market and stand out from the competition, if any. Think Nike. Or MasterClass.

Sometimes nothing. With arbitrary/”empty vessel” names, it’s what you do with it that counts most. Apply it to a revolutionary product, brand or service. Use world-class branding and marketing to instill rich and relevant meaning. Or do all of the above to make the name ubiquitous–suddenly that blank slate has become an unforgettable canvas. Think Google. Or Apple.