I name brands and companies for a living — here's what it takes to succeed as a 'professional namer'
”Shore is already using AI to expand his naming process and believes that, in the future, ’accessible AI tools for name generation will increase everyone's access to interesting names.‘”
A revealing look at the creative minds and machinations of brand name developers.
I was honored to be interviewed for the premier episode of How Brands are Built. In this podcast, I reveal the tools, techniques and best practices that amplify my creativity and promote project success. 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.”
BBC Radio Leed host Johnny I’Anson asked me about a new Heinz naming kerfuffle in the UK. Between laughs, I give my opinion on alternative “honest” names for other products.
“I hate shitty names,” he says. “It’s my cause to make sure they don’t happen.”
“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.