We have spent three decades naming everything from automobiles to medicines to foods to high tech gear. Here we share some of our stories and some of the wisdom we have picked up along the way.
Recently, a client wanted a name that “told a story.” A name that evoked certain historical references and ethos. This is not an uncommon request – oftentimes the expectations for the load a single name can carry are high … BUT … how much of a story can a name tell on its own? The […]
Like any triathlete with moderate knowledge of the sport, I take note when I see the IronMan logo on something or supporting a product. Not too long ago, I happened upon a page on the IronMan website supporting a new supplement by Amway. What struck me about the page was not the write-up but the […]
When it comes to naming, simple is usually better. We believe this is true regardless of your budget. You are always battling for attention and today, in almost any venue, there seems to be more clutter and noise than ever before. Take the upheaval currently going on in the healthcare space with the Affordable Care […]
Austin Urban Art at the former Mojo’s Coffee Shop and Hangout on the University Of Texas Drag.
When trying to whittle down a long list of name candidates, here are some recommended Do’s and Don’ts: DO: Remember the golden rule of naming: memorability. If you think of branding as a war, there are lots of battles to be fought but there are only a few key ones that you have to win […]
Talon is the new name for Minn Kota’s fresh-to-market, shallow water anchor. We think Talon works well for a variety of reasons. First, if you’ve ever been to a pet store, had a bird as a pet, or been freakishly attacked by one, you know that most have sharp talons that are so strong they […]
Frans Burgers on South Congress Avenue (Soco) in Austin, Texas. Frans has since closed.
Many companies underestimate the time required to integrate brands from a merger. The United and Continental airlines deal is a good example. Close to three years after the merger that was announced in May 2010, WSJ, United has only recently finished rebranding its former “Continental” airplanes as “United”, and is still working to completely combine separate […]