YOU DON’T HAVE A BRAND—WHETHER IT’S FOR A COMPANY OR A PRODUCT—UNTIL YOU HAVE A NAME. The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn: * What makes a good (and bad) name * The step-by-step process professional namers use * How to generate hundreds of name ideas * The secrets of whittling the list down to a finalist THE MOST COMPLETE AND DETAILED BOOK ABOUT NAMING YOUR BRAND, _Brand Naming_ also includes insider anecdotes, tired trends, brand origin stories, and busted myths. Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up _Brand Naming_.