2 Simple Rules To Name a Successful Product


TIME

When I tell people at parties what I do, they’re always curious. “You’re a namer-of-things? That sounds like fun. Tell me more,” they say, seemingly surprised that it’s an actual job.

In fact, the profession has grown in the last 15 years or so with the explosion of entrepreneurs and startups that need to name everything from products and services to websites and apps. “Verbal identity” is at the core of every product launch and includes not just names but slogans and taglines.

I’m a naming consultant hired by branding agencies to tackle projects for clients that have included a faith-based financial institution, an online investment service, and wine marketed to women. I’ve coined quite a few cute names. For example, City Block™ is a note cube with a city map printed on its side. Then there’s HandJive™—fashion gloves designed for cyclists.

When I get hired to name a product…

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