![]() So, we begin our naming exercise by turning a list of 10 or so descriptive words into a list of 100 or so synonyms. However, it’s rare that these words are interesting enough or available enough to be the name themselves. A naming project always starts with a mental list of unique descriptive words that encapsulate a brand. The thesau rus, along with the tool we’ll discuss next, is often the starting point of a concept. This list is far from exhaustive as the unique nuances of each naming process lead us down different paths and to different tools, but these four are used in every single naming project. These tools help us take an idea for a name and refine it into a presentation-ready concept. In this blog, we’ll be introducing you to all of the aforementioned aspects of our naming process. However, there is a consistent set of digital tools we rely on, a list of filtering questions that we run every name through, and a reliable format for concept presentation. In fact, to a certain degree, we tailor our process to the client and their unique needs. Like all deliverables in the creative field, there is no definitive way to go about naming a company.
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