Fundamentals of Memorable Brand Naming
The Naming Brief
A course by Rob Meyerson , Brand Consultant
About the video: The Naming Brief
Overview
“In this lesson, I'll explain what a naming brief is, why it's important, and what it typically includes. Then I'll walk you through the illustrative brief I've created for an electric motorcycle manufacturer. For your course project, you can use my brief or modify it. Or, if you're naming something else, you can create your own brief based on what you'll learn in this lesson.”
In this video lesson Rob Meyerson addresses the topic: The Naming Brief, 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
“ The Naming Brief In the last lesson, I gave you an overview of all seven steps in the naming process. In this lesson, we'll start diving more deeply into each step, beginning with the naming brief. The naming brief is a short document that points us in the right direction before we start generating names. If we point in the right direction, then we will get to our eventual destination, that final name. The reason it's so critical to make sure that the brief is accurate before you start generating names is that even if we're off by a couple of degrees, so to speak, thinking in navigational...”
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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- 3,691 students
- 14 lessons (2h 20m)
- 28 additional resources (10 files)
- Online and at your own pace
- Available on the app
- Audio: English
- English · Spanish · Portuguese · German · French · Italian · Polish · Dutch
- Level: Beginner
- Unlimited access forever
