Naming is hard, that's why it matters. Brands are now so second-nature to us as buyers that we tend to take them for granted. Ironically, while names may be more commonplace, finding and protecting a distinctive name is increasingly difficult. In most sectors, descriptive configurations are largely taken, and if they’re not, your chances of protecting them, particularly regionally or globally, are diminishing.

We’ve been developing names for decades – and our experience is that it’s becoming an increasingly complex and nuanced process, requiring extensive research, lateral thinking and a robust approach that enables leaders and brand owners to make informed decisions.

Who needs a name?

If you are starting a business, then you will need something to call it. If you have plans to expand the business, and particularly if you are looking to grow into other sectors or other markets, then you will need a name that can accommodate that.

If you are launching a new product or service, then it will need a name. That name may be stand-alone, or it may need to work within your existing brand architecture.