The ultimate and simplest expression of a brand is its name. It begins and ends with the name. This is, arguably, the single most important branding tactic. If a name fails to capture and convey the essence of a brand, it isn't doing its job.

Too often names and the process of naming aren't taken seriously or, even worse, they are taken too seriously.

Some marketers avoid this problem by inheriting a name, settling for a generic or descriptive name, or by grasping at the first few possibilities that come across their desk. Others do just the opposite…they make a career out of it, often spending tens or even hundreds of thousands on a naming process with an identity specialist who may or may not understand the brand and the strategies that will ultimately support the brand.

Our approach resembles neither of these extremes. Instead, we have developed a simple methodology that is informed by our brand strategy work and executed by combining the disciplines of linguistics, brand personality and imagination. We provide a large number of alternatives and identify potential legal and URL conflicts as part of our process.