The No-Nonsense Approach To Naming
The Naming Company takes a “no-nonsense” approach to finding the perfect
name for you. We don’t add pseudo-scientific mumbo-jumbo to complicate an
already challenging process. We have no hidden agenda – you make the final
decision so there’s no incentive to try and sell you on a name you don’t
like. Our only goal is to help you arrive at a memorable, marketable name
that will be a solid, defensible trademark. We want to do this as quickly
and efficiently as possible and make the process as painless for you as we
can.At The Naming Company we keep our fees low by eliminating expensive
frills from our naming projects. We don’t trick you into paying for
pretentious services you don’t need. We are direct and straightforward.We
understand that naming is hard work. There are no shortcuts or quick fixes.
We pride ourselves on dedicated customer service and on using the right
tools for the job. The best way to find a good name is to put a large number
of smart, talented, creative people to work on solving the problem. The
result is as complete and exhaustive an examination of the naming
possibilities for your product or service as you are likely to
find.MethodologyWe approach naming as a creative problem-solving process. We
understand that each naming situation is different and deserves
project-specific thinking and a customized approach. Not all companies
approach naming the same way. Some naming consultants try to match up your
needs with a pre-cleared name already in their database, like buying a suit
off the rack. The Naming Company tailors each project to your specific
needs. Some naming consultants use the shotgun approach and present lists of
hundreds, even thousands of names. We don’t ask our clients to wade through
endless laundry lists of English words culled from the dictionary. That
wastes everyone’s time and complicates the decision-making process. At The
Naming Company we focus our thinking and come back with a short list of
names that’s right on target. Name generation process involves several
methods. First we assemble a Name Team™ of ten professional namers who
concentrate, study and research to come up with possible solutions. We
brainstorm. We noodle. We use computer programs to kick-start our creative
process. We consult the dictionary, the encyclopedia and the thesaurus for
inspiration. We explore competitors’ names for context and examine your
lists of rejected names for direction. And we spend plenty of time
“blue-sky” thinking. Rarely are there “eureka moments” when the winning name
appears like a bolt from the blue. More often, it requires thoughtful
consideration to determine which names have the greatest merit. It’s hard
work, but we enjoy it. Once our list of names has been compiled, it is
edited down to just the ones with the greatest potential. We look for names
that are distinctive, memorable and marketable. A naming project typically
yields 40 to 50 candidates, depending on the criteria our client specifies.
