Brand names that stick. Strategy and stories behind naming businesses, products, and services.
Rolex and Kodak may seem worlds apart, but both names were deliberately invented to sound distinctive, memorable, and universally pronounceable. Their shared philosophy shows that a name doesn’t need a definition to be powerful; it needs clarity, simplicity, and room to grow into meaning. The right name can shape perception, spark emotion, and build lasting brand identity.
Effective brand naming isn’t emotional or political—it’s strategic. It should align with your positioning, resonate with your audience, and be memorable enough to stand on its own. More than a trivial detail, a name plays a critical role in shaping perception, signaling value, and reinforcing your brand’s promise. A weak or confusing name can dilute impact and force your brand to work harder to stay top of mind. Ultimately, naming is both a creative and disciplined process that deserves as much attention as any other aspect of branding.