We all profit when someone, who is good at what they do, is confident enough to tell us how they think. I stumbled across ZinZin, a naming and branding agency, in 2012 and found a particularly valuable set of insights in the form of a booklet titled The Art of Naming. The January 2020, 5.1 (free) version of the book is now available on their website.
It doesn’t get much better than this. I assume we are reading, in large part, the philosophies of ZinZin’s chief executive, Jay Jurisich—formally of Igor, A Hundred Monkeys, and the naming and branding community website Wordlab.
A great company or product brand name is one that makes people stop in their tracks, even for just a few seconds, and think, “What’s that?” Because at that point you have interrupted a person’s natural attention filter that filters out anything deemed nonimportant or already known.From ZinZin’s The Art of Naming
Why reveal your core ideas? Because, while there is lots of science to naming, the spark, the magic of naming, is an art.