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BBC World News: Talking Business with Aaron Heslehurst

I spoke with BBC World News about naming best practices, creative rigor, artificial intelligence and my experience creating the name Yum Brands.

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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.‘” 

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One of my clients once called me a mad word scientist

A revealing look at the creative minds and machinations of brand name developers.

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Anthony Shore's naming partner is a neural network

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.

Using AI to Name a New Phase of Life

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.” 

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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.   

Interview with Anthony Shore

“I hate shitty names,” he says. “It’s my cause to make sure they don’t happen.”

Prior News

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A revealing, feature-length account of an Operative Words naming project.

“I would look for the name's ability to tell a story,” Shore said. “Does it tie into the client’s strategy and vision and messaging? Does the name have the potential to inspire?”

“When you're dealing with matters that can impact life and death, I think diminishing the marketing puffery and erring on the side of accuracy is a better way to go.”

“People who do business in industrial commodities are still people and will react to creative names. It doesn't make sense to have a name so creative that will undermine the value or the stability of a company. It also doesn't mean you have to throw in the towel and choose something purely descriptive.”

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The Name Game: Anthony Shore of Operative Words

“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.” 

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17 Pivot Points for Social Media Marketing Success

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.”

“The name becomes the crystallisation of everything that there is about the company, their reputation, their products, their services, for good or for ill.”

“Any name could become a verb, so long as that brand or product is linked to a very specific, repeated action.”

“Every name has a job to do. Is it to engage people? To inspire? To describe? Knowing that leads to developing and choosing the right name for the job.”

“A picture is worth a thousand words, but a single word is easily worth a thousand pictures.”


Wordcraft: The Art of Turning Little Words into Big Business

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.