When scientists discovered 22 new species of “thieving” gall wasps, they faced a challenge familiar to many branding professionals: finding names that are both memorable, relevant, and expansive. Their solution? Drawing inspiration from famous thieves and tricksters across mythology, literature, and pop culture.

This creative naming strategy resulted in a fascinating lineup, including species named after:
• Mythological figures: Anansi, Anza, Curupira, Iktomi, Prometheus, Loki, Thrym
• Pop culture icons: Catwoman, Loki, Han Solo, Carmen San Diego, Dalek, Jareth, Demerzel, Jabba the Hut, Swiper, and Zorro

From a branding and naming perspective, this approach is a masterclass for several reasons:

Relevance: The theme of “thieves” perfectly aligns with the parasitic behavior of gall wasps, creating an immediate and intuitive connection.

Memorability: Using well-known figures from diverse sources ensures the names are easily recognized and recalled.

Expansiveness: The chosen theme provides a wide range of potential names, accommodating the large number of new species.

• Playfulness: Injecting a dose of humor and pop culture savvy makes the scientific discovery more engaging and accessible to a wider audience.

This system highlights the power of creative naming to capture attention, communicate key attributes, and foster a sense of connection. Whether you’re naming a new product, service, or even a newly discovered species, the principles of relevance, memorability, and expansiveness are crucial for success.