Our thoughts and opinions

Scientists named new wasp species after pop culture icons like Catwoman and Han Solo. This creative naming strategy offers a masterclass in branding.

The name WHEN is pure genius for a fertility brand. It perfectly captures the essence of the company’s mission to empower individuals with knowledge and proactive choices around their reproductive health.

Who would have thought that Shopify, the e-commerce giant, would publish a surprisingly insightful piece on brand architecture?

It was a busy week for brand naming! Here are a few highlights that caught my eye.

I’ve noticed quite a few new names announced the last few days and I figured I’d provide my top-level thoughts on each.

Just yesterday, I commented on the use of numbers in company or brand names. I’m curious what folks think about the new sneaker brand: 741.