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We first identify the emotions associated with your brand’s archetypes and then focus on the key "dimensions" to pursue for name development. For example, we might identify "Textures" and "Shapes" as two dimensions to dive into when naming a new kind of doughnut. We may then come up with specific name candidates (like RingLeaders or Softballs) after pondering related word, concept and semantic associations. Some of our team members feel that naming is more of a science than an art, and may start by following a linguistic architecture or sound symbolism approach. Others start with nothing more than a blank sheet of paper. And so on. The backgrounds and approaches of the team vary as greatly as the resulting names. |
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