Article • 06 04 2022

Has naming been given a bad name?

Daniel O’Hara, brand voice director at London-based agency Dragon Rouge, describes the big mistakes branding agencies make when it comes to the art of naming.

The world of naming has borne almost as many myths as ancient Greece, and the list of ‘best practices’ seemingly cast in stone went past a comparatively simple 10 commandments years ago. The result is that whenever the topic of naming comes up in a piece of brand work, phrases like “notoriously difficult” or “nightmarish” start flying around. Hysteria induced by bad process inevitably ensues.

But is a little bit of nomenclature really that hard? Are the pitfalls of the process as cavernous as they seem? And how many naming myths are just that? Let’s take a look at three of the most common.

Read the full article published by Transform Magazine here