Fundamentals of Memorable Brand Naming
Finalizing and Launching the Name
A course by Rob Meyerson , Brand Consultant
About the video: Finalizing and Launching the Name
Overview
“Once you've delivered a naming presentation as you did in the course project, decision-makers—whether they're your colleagues, leadership, or clients—still have to select a final name and launch it. In this lesson, I'll explain the end of the naming process: full legal search, selecting a final name, securing it, and launching it.”
In this video lesson Rob Meyerson addresses the topic: Finalizing and Launching the Name, 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 presented our brand names. In this lesson, we'll talk about finalizing and launching the name. Now that we've presented names to our clients, they'll choose a handful to send to their attorneys for a full legal cert. Even though all of these names have already been through preliminary trademark screening, they still need to be reviewed by a professional trademark attorney. If you're working with a client, they may already have their own in-house counsel or a trademark attorney that they work with regularly. If that's the case, have them work with their own attorneys s...”
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, Italian, Portuguese
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- Level: Beginner
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