Brand Naming

Naming is treated like luck, but professional namers run a repeatable process. This course gives you the working frameworks the agencies use, including the Igor seven-category naming taxonomy, the Lexicon sound-symbolism approach behind names like Swiffer and BlackBerry, USPTO and CIPO trademark knockout screening, and a weighted scorecard for the final decision. You will brief the project, generate 100-plus candidates across founder, descriptive, evocative, invented, and metaphor routes, kill the unviable ones fast on linguistic and legal grounds, and finish with a defensible shortlist, a naming rationale deck, and a launch checklist.