I'm on an assignment to come up with a name for my client's new vertical, and it's not as easy as I thought LOL. What is the process you go through when you're coming up with names for new ventures or launches? How do you make sure to keep it tied in with the brand's voice? Would love to hear any advice or tips in this regard.

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The trap is to focus too much on what a word means. But names don’t imbue brands with meaning—brands imbue names with meaning.

Research phonemes and morphemes and explore how making different vowel sounds changes your facial expression. For example, to make the long-e sound, you need to move your mouth into close to a smiling shape. Therefore, when you put long-e’s in the name, you make the speaker smile. Same for serious sounds (like short-i), sexy sounds (long-u), etc.

Also, words come with emotional meanings, not just literal ones. (Most of these are cultural.) So list the emotions you want to convey with the name and find words that transmit those emotions.

Then pick out the ones that also have meanings in the ballpark of where you want to be (but you can stretch here).

The idea is that your names will work on all three levels (physiological, emotional, rational), not just one, with the first two being more important than the last.

Your final (presentation) list should be under 10 names.

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I wrote this. Reach out if you have any questions. https://grantsanders-63085.medium.com/great-product-and-company-names-are-99-impossible-11a325de3f8f

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if you’re looking for a place to start, the subtext has some good web tools in the “tools” section of their resources page

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Personally I love the challenge of product naming and have a number of them under my belt.

I’m on a 2 hour layover until my flight leaves and bored AF.

DM the parameters and I’ll give it a think if you want 👍

If your client is an ad agency just put the letters of their founders in a row and call it a day.

LMAOOO

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