Naming Specialization: Strategy, Creativity and Verbal Identity

Course summary

• U1: Get inspired

  • Introduction

  • Influences | Alejandro Pascalis

  • Influences | Ignasi Fontvila

  • Influences | Carlos Cornejo · Secretname

  • Inspiration | Erica Wolfe-Murray

• U2: Introduction to Brand Strategy

  • The importance of the strategic design of a brand focused on the user

  • Elements that make up a brand I: Perception, experience and product

  • Elements that make up a brand II: Symbol and name

  • Definition of the problem and the brand opportunity area

  • Understanding of our user

  • Definition of the Brand Value Proposition

  • Brand essence: Head and heart

  • Brand essence: Voice and form

  • Brand name

  • Definition of brand identity materials

  • Development of mood boards for brand identity materials

  • Development of the brand strategic document

• U3: Naming: The Art of Name Creation

  • The process of naming

  • The long list

  • Decide the short-list

  • The battle of the registry

  • Submit the naming

  • Naming for institutions

  • Naming for professionals

  • Naming for companies

  • Namings small

  • I want to be a namer, what do I do?

• U4: Strategy and Creativity to Design Brand Names

  • The identity of the brand, the verbal identity and its elements

  • Problems of starting in the creation of names

  • Consequences of a bad choice of name

  • Creative processes

  • Phases of the process of creating the brand name

  • The collection of information: the naming briefing

  • The concept board and the creative strategy

  • Types of names

  • Creative techniques

  • The selection of names: principles of the brand name

  • Presentation and argumentation of the names

  • Linguistic and cultural validation

  • Legal validation

• U5: Secrets of Naming: Methodology and Creativity

  • Name vs. Mark

  • Let's start with a why?

  • Brief or project vision

  • Investigation

  • Insight

  • Creative concepts

  • Layers exercise

  • Writing techniques

  • Legal validation

  • Commercial validation and user selection

  • Presentation

  • How to generate a mood board

• U6: Intellectual Property for Creative Entrepreneurs

  • IP in the Creative Industries and Why It Matters

  • Types of IP: Copyright and Trademark

  • Types of IP: Design Rights and Patents

  • Meeting Our Case Study

  • How to Look For Your IP and How to Audit Your Intellectual Assets

  • How to Audit Your Existing IP

  • How to Audit Your Existing Intellectual Assets

  • How to Identify Value in Your IP and Your Assets 1

  • How to Identify Value in Your IP and Your Assets 2

  • How to Manage Your IP on a Regular Basis

  • IP Considerations With Your Team and With Freelancers

  • Using Other People’s IP in Your Projects

  • IP in Social Media and the Digital World

  • Understanding What a License Is and When to Use It

  • Creative Commons

• Final project

  • Specialization in names: strategy, creativity and verbal identity