Secrets of Naming: Methodology and Creativity
A course by Carlos Cornejo · SecretnameNaming Specialist and Marketer
A course by Carlos Cornejo · Secretname, Naming Specialist and Marketer
Learn the process behind creating imaginative names for brands, which fulfill a conceptual and strategic purpose
Want to create a truly effective name that represents your brand values? Carlos Cornejo gives you the keys to the creative process used at his naming studio Secretname. They are active in 10 countries to date, with 300 projects already completed for a wide range of clients. They are also winners of a Laus Award and now have over 800 students.
In this course, learn to create names that fulfill a conceptual and strategic brief using the Secretname methodology. With Carlos as your guide, find the ideal insight to work from, capable of blossoming into a winning concept. Using the creation and writing techniques taught throughout the course, you now have the tools to come up with a name that truly expresses your brand values.
What will you learn in this online course?
14 lessons & 12 downloads
Name vs. Mark
8 minutes, 7 seconds
Let's start with a why?
5 minutes, 58 seconds
Brief or project vision
18 minutes, 19 seconds
Investigation
6 minutes, 44 seconds
Insight
4 minutes, 25 seconds
Creative concepts
4 minutes, 12 seconds
What's included in this course?
Start by hearing a little about Carlos Cornejo and his career so far. He talks about how he became a naming specialist, his biggest influences, and also gives a brief overview of the course content.
Explore the difference between a name and a brand before taking a look at a brief and beginning to envisage your project. Then collect information until you have enough to get started.
Now move on to the conceptualization phase by handpicking the appropriate insights and looking at how to transform them into concepts. Carlos shows you creation and writing techniques for letting your imagination take the reins.
Next, learn to turn your words into naming proposals and discover how to obtain the legal rights as well as how to avoid brand conflicts at a commercial level. Lastly, check the availability of the web domain and social media handles.
Wrap up the course with some final tips for your pitch to make sure your audience identifies with the concept and falls in love with storytelling!
What is this course's project?
Put together a professional pitch with a proposal for a company name.
Projects by course students
Who is this online course for?
This course is for entrepreneurs, designers, publishers, communicators, and anyone who needs to create a name or simply wants to learn how.
Requirements and materials
No previous experience is needed to take this course, just a computer with access to the internet, your favorite notebook, and a couple of pens.
Reviews
- 3 months ago
Interesante contenido para sumar conocimientos.
- 8 months ago
Muy malo no lo recomiendo
- 9 months ago
Excelente contenido, me gusto mucho y fue muy fácil de entender
- 10 months ago
Excelente curso con gran contenido, algo que resaltar es que el profesor comparte una gran cantidad de material que te servira en tus poryectos futuros, 100% recomendable!
- 1 year ago
Metodología muy funcional
Secretname are active in 10 countries to date, with 300 projects already completed, a Laus Award for “No compitas, haz compitas,” and, thanks to their methodology, now have over 800 students.
Carlos aims to be able to bring academic value to the creation of names and that is why his focus is on training those who want to follow in his footsteps through the world of naming.
Content
- U1
Introduction
- Presentation
- Influences
- U2
First steps
- Name vs. Mark
- Let's start with a why?
- Brief or project vision
- Investigation
- U3
Conceptualization
- Insight
- Creative concepts
- Layers exercise
- Writing techniques
- U4
Validation and visual presentation
- Legal validation
- Commercial validation and user selection
- Presentation
- How to generate a mood board
- FP
Final project
- Secrets of Naming: Methodology and Creativity
What to expect from a Domestika course
Learn at your own pace
Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.
Learn from the best professionals
Learn valuable methods and techniques explained by top experts in the creative sector.
Meet expert teachers
Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.
Certificates
PLUSIf you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.
Get front-row seats
Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.
Share knowledge and ideas
Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.
Connect with a global creative community
The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.
Watch professionally produced courses
Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.
FAQs
A naming course teaches you how to create effective and distinctive names for brands, products, or projects by combining creativity, methodology, and commercial and legal validation.
The course is aimed at people with intermediate knowledge of branding, marketing, or design, but it also encourages those who want to dive deeper into creative naming processes.
You’ll learn creative and experimental methods to generate names, analyze competitors, build narratives, validate proposals, and present names with visual and emotional impact.
You only need basic branding knowledge or an interest in brand building. Access to the internet and digital research and design tools is recommended.
The process covers everything from defining purpose, researching insights, creatively generating names, legal and commercial validation, to persuasive presentation of proposals.
Yes, you’ll learn how to validate names legally, commercially, and communicationally, including availability searches, phonetic and conceptual analysis, and registration on networks and platforms.
The course combines creative methodologies, experimentation, copywriting, storytelling, and visual resources to develop original names focused on differentiation and authenticity.