Recently, we spoke with Gabriele Zamora, associate strategist, about how to employ “non-words” and coinages, aligning names with product categories, and why simplicity matters more than ever.
In this episode of Brand Matters, we speak to Christian Turner, global director of naming, about how naming can affect the outcome of a merger, acquisition or spin-off.
Recently, we sat down and spoke with Christian Turner, global director of naming, about the implications for brand names in the event of a merger, acquisition or spinoff.
Dan Cohen, senior namer at Siegel+Gale, talks about the current trends in naming, how simplicity relates to the notion of naming a product, brand or service, and how a company or brand can consider purchasing naming services.
Most marketing executives and branding professionals are well acquainted with the concept of brand architecture. They may be less familiar, however, with the related concept of naming architecture. While the two approaches are similar, there are significant differences in both purpose and methodology