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ING’s Latest Voyage: Voya Company Name Review
So ING U.S., the American retirement, investment and insurance arm of the Dutch multinational ING Group, is breaking free of its parent company and getting a brand makeover. Besides losing the iconic...
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Deconstructing the Doomed Yahoo, Tumblr Romance
This blog originally appeared in Fast Company. Ah, Tumblr, home to a million fandoms, animated GIFs, and journeys of self-discovery by teenage girls. I’m not saying this as an insult–I’m actually quite...
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Cha-ching or in the Red?: Outerwall Company Name Review
Many of us have lugged metric tons of spare change to a Coinstar kiosk, happy that anyone will convert it into something lighter, even if they take a cut. Spare coins still roll around in our cars,...
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One Coin to Rule Them All: Name Review for Coin, Inc.
If you’re an early adopter of technology you may already be aware of—or have even pre-ordered—the all-in-one credit card named Coin, set to launch in summer 2014. Created by a San Francisco start-up of...
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Wearing It on Their Sleeve: iHeartMedia Name Review
“The day the radio’s in trouble is the day you don’t want a friend. As long as you want a friend, you’re gonna love it.” This was Bob Pittman, CEO of iHeartMedia and former CEO of MTV Networks, AOL,...
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A Place to Hang Your Night Cap: The Marriott AC Hotel Bourbon Name Review
“They had learned nothing and forgotten nothing,” said the French Bishop Talleyrand of the House of Bourbon in 1824. Talleyrand’s pithy maxim may just sum up Millenials, those born in the 80s and 90s...
View ArticleHow to Use Focus Groups to Help You Choose a Great Name
So, you’re considering using consumer research for your new name. Consumer research is a way to gather opinions about your brand from people in your target audience. While we seldom recommend that...
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Is the Cup Empty or Not Yet Filled? Thoughts on Coined, Empty Vessel Names,...
Coined, empty vessel names carry no meaning for the average consumer. Kodak? Exxon? Zappos? Zoosk? Adidas? Meaningless, the lot of them, and that is their first huge advantage. Because empty vessel...
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Homage Pays: Name Review of Tribute Portfolio Hotels
I shuddered beneath the jaundiced third avenue streetlamp, preferring to give the panhandler a “sorry, man” over one of my few dollars. I had just enough for a doughnut and a coffee. In front of the...
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An Appetite for the Unexpected: Bay Area Restaurant Names
This blog was originally published on Duets Blog on May 18th, 2015. When the San Francisco Chronicle’s “Top 100 Bay Area Restaurants 2015” guide arrived today, I started paging through eagerly. But not...
View Article5 Tips for Creating an Unforgettable Name for your Product or Company
This blog was originally published on Successful Blog on June 12, 2015 In the US alone, 543,000 businesses start up each month. Whether those businesses are large corporations or just one guy selling...
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The Tech Is INSIDE the Computer: The Logi Name Review
“More and more technology needs to be invisible,” says Alastair Curtis, chief design officer of Logitech, “with that recognition, technology is becoming knitted into the everyday fabric of our lives,...
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