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Some of our latest thinking See more

Believe it or not, there’s an entire consulting practice around creating brand names for companies and products. Although it sounds fun and exciting, naming is not easy. I've been professionally naming companies, products and services for 18 years, and I've learned that it's complicated, and the nuances are limitless.

Aaron Hall

Media Mentions

5 naming myths that need to be debunked once and for all

Believe it or not, there’s an entire consulting practice around creating brand names for companies and products. Although it sounds fun and exciting, naming is not easy. I've been professionally naming companies, products and services for 18 years, and I've learned that it's complicated, and the nuances are limitless.

Aaron Hall

Today, we announced that Netflix has been named the World’s Simplest Brand in our annual study based on a survey of more than 15,000 people worldwide. The study, now in its eighth year, not only measures the role of simplicity in brand experience but the value it brings.

Brian Rafferty

S+G Blog

Netflix, ALDI and Google top our World’s Simplest Brands report

Today, we announced that Netflix has been named the World’s Simplest Brand in our annual study based on a survey of more than 15,000 people worldwide. The study, now in its eighth year, not only measures the role of simplicity in brand experience but the value it brings.

Brian Rafferty

We’re the simplicity company.