Interview for a premier episode of the podcast How Brands Work. I get into the weeds about my favorite naming tools and techniques. Strongly-held opinions are expressed.
Name a stage of life. That was the challenge posed to me by Ageist, a media company dedicated to the over-50 set. What do you call a cohort that is at the top of their game but never satisfied with staying put? Whatever their life phase is, it sure AF isn’t “retirement.”
“People have said all the good names are taken, and that’s absolutely not true. There are great names out there waiting to see the light of day. It’s only the obvious names that are taken.”
Adweek covered my talk at the Pivot Conference: ”The SNIFF test for bullshit-free branding from Operative Words‘ Anthony Shore goes beyond the idiosyncrasies of the Millennials to address the changing sensibilities of the American consumer.”
Wordcraft tells the story of how ﬁve major brands got their names: BlackBerry, Accenture, Viagra, the Porsche Cayenne, and IBM’s e-business.
At Landor, I led the naming of Accenture.