Key Ideas
• Getting a diverse team to agree on a brand name has more to do with psychology than creativity.
• The naming presentation helps drive alignment by addressing many foreseeable challenges of evaluating and selecting names in a group setting.
• Everything from the number of names, order of names, visuals shared along with each name, and more should be taken into careful consideration when presenting, as these details can influence how the names are perceived.
Getting a client (or your own team, for that matter) to agree on a single brand name is 1 percent creativity, 99 percent psychology. Maybe that’s an overstatement, but for all the effort that goes into creating names, much of the work of naming is in ...
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