Fundamentals of Memorable Brand Naming
Shortlisting and Screening 2
A course by Rob Meyerson , Brand Consultant
About the video: Shortlisting and Screening 2
Overview
“Now, I will subject the names to preliminary trademark screening. I'll also explain linguistic checks and talk about why getting an exact, dot-com web domain is not as important as you might think.”
In this video lesson Rob Meyerson addresses the topic: Shortlisting and Screening 2, 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
“Okay, now I'll mark these names in the complete list file, and then we'll start screening them. So here we are back in the complete list file, and we can see that the shortlisted names are now marked with an asterisk in column G. We have 21 shortlisted names, and our next step is to begin putting these through preliminary trademark screening. This is a critical step to avoid getting sued or getting a cease and desist letter from another company's lawyers saying, we need you to stop using that name or we'll have to take legal action, or even just to get rejected by the Patent and Trademark O...”
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)
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- Level: Beginner
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