Three-Step Naming Process: Identify, Invent, Implement

The Science of Naming: Creating Strategic Brand Names

David Plasik's approach to naming reveals that great brand names are not about finding comfortable, descriptive words, but creating distinctive experiences that provide asymmetric advantage in the marketplace.

The Strategic Value of a Great Name

Your brand name will be used more often and for longer than any other element of your business
- "Design will change, messaging will change, products will change, but that name is there"
- Creates cumulative advantage as the bond between customers and brand strengthens over time
- Provides asymmetric advantage from day one, especially important for startups
Bold, distinctive names stand out in competitive markets
- "There is no power in comfort" in the marketplace
- Polarization in team reactions to a name is a sign of strength, not weakness
- The best names often make teams uncomfortable initially

The Three-Phase Naming Process

1. Identify

Focus on behavior and experience, not positioning or values
- "How are you behaving now and how do you want to behave in the future?"
- "How do you want the marketplace to behave towards you?"
Analyze the competitive landscape
- Document existing names and language patterns in the space
- Look for opportunities to be distinctive
Create a "creative framework" (not objectives)
- Functions as a window for creative teams to explore through
- Ensures names have depth, breadth, and different personalities

2. Invent

Use small creative teams rather than large brainstorming sessions
- 2-3 teams of two people each, each with different briefings
- First team knows everything about the project
- Second team thinks they're working for a competitor
- Third team works on something completely unrelated (e.g., naming a bicycle)
- Most winning names come from the second or third teams
Apply linguistic science to name creation
- Each letter of the alphabet sends signals that create specific experiences
  - V is the most alive and vibrant sound (Corvette, Viagra, Vercel)
  - B is one of the most reliable sounds (Blackberry)
  - Z is noisy (Azure)
  - X is fast and crisp
- Compound names (like PowerBook, Facebook, Windsurf) create a multiplier effect
  - One plus one equals three in associations
- Prioritize processing fluency - make names easy for the brain to process

3. Implement

Create prototypes to help visualize the name
- Put the name on merchandise, mock ads, and product mockups
- Help executives see the potential lift the name can provide
Develop rationales for why the names make sense
- Focus on marketplace impact, not internal comfort
- Arm internal champions with ammunition to win over stakeholders
Conduct customer research (50% of projects)
- Make customers feel this is a new brand
- Test how names fire their imagination, not just if they're comfortable

DIY Naming Framework for Startups

Draw a diamond with four points:
- Top: "Win" - How do you define winning for your company?
- Right: "What do you have to win?" - Current strengths and assets
- Bottom: "What do you need to win?" - Resources, capabilities you lack
- Left: "What do you need to say to win?" - Key messages and experiences
Generate far more names than you think necessary
- Aim for 1,500+ names and directions, not just 200
- Suspend judgment during the generation phase
- Look for what's different from the marketplace
Test reactions differently
- Don't ask "What do you think of this name?"
- Instead ask "What could this name do for us?"
- Try the competitor test: "Our competitor just launched, they're called X"
Look for polarization
- If everyone is comfortable with the name, it's probably not bold enough
- Strong reactions (positive and negative) signal potential energy