Fundamentals of Memorable Brand Naming
Overview of the Naming Process
A course by Rob Meyerson , Brand Consultant
About the video: Overview of the Naming Process
Overview
“Now, I'll share a seven-step naming process used by professional namers, from the naming brief to the selection of the final name. This process will guide the remainder of the course, so it's important you understand what steps will take and why.”
In this video lesson Rob Meyerson addresses the topic: Overview of the Naming Process, which is part of the Domestika online course: Fundamentals of Memorable Brand Naming. Combine creativity and analytical thinking to come up with brand names that are distinctive and express a company's values.
Partial transcription of the video
“In the last lesson, we talked about all the different types of brand names. In this lesson, I'll give you an overview of the naming process. There's a proven rigorous naming process that will help you avoid many pitfalls of naming. It's a seven step process from creating a naming brief to a full legal search and selecting a final name. This naming process is generally agreed upon by namers at big agencies and small in the United States and around the world. A lot of people assume that naming is about pulling all night brainstorm sessions with a bunch of creative people in a room coming up w...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Fundamentals of Memorable Brand Naming
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Category
Marketing & Business -
Areas
Branding & Identity, Creative Consulting, Design Management, Naming
Rob Meyerson
A course by Rob Meyerson
Rob Meyerson is a brand consultant and professional namer based in San Francisco. He was studying for a Ph.D. in cognitive science when he realized that a career as an academic wasn’t for him. Through a friend, he was introduced to global brand consultancy Interbrand where he was given the opportunity to work on a brand naming assignment, which kickstarted his passion for the creative process.
Since then, Rob has worked as the global head of naming at HP and collaborated with brands including Adobe, Disney, GE, and John Deere across the U.S., China, Southeast Asia, and Europe. He has written a book on his expertise called Brand Naming, hosts the podcast How Brands Are Built and has written about branding and naming for Entrepreneur, Business Insider, The Guardian, and more. He also runs his own independent brand strategy and identity consultancy, Heirloom.
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- 14 lessons (2h 20m)
- 28 additional resources (10 files)
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- Audio: English, French, Italian, Portuguese
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- Level: Beginner
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