The Word

Thoughts and news. All about the language of brands.

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How Naming Portfolio Confusion Becomes Sales Friction
At first, it looks like a sales problem.Deals slow down. Calls run long. Prospects ask the same clarifying questions...
By Jill Stanewick ●Naming ● Naming Systems ● Brand Architecture
January 24th, 2026

RECENT POSTS

Why "Just One More Round" Rarely Changes the Outcome

You don't say it because you're indecisive. You say it because you're responsible."Let's...
By Jill Stanewick ●Naming
January 23rd, 2026

The Naming Architecture Test: Can This System Handle 10 More Products?

You don't feel the problem when you have three products. You feel it with growth, when the roadmap gets real,...
By Tanj Staff ●Naming Systems ● Brand Architecture
January 23rd, 2026

The Difference Between a Risky Name and an Indefensible One

You're not trying to eliminate risk—you know that's impossible. What you're really trying to...
By Jill Stanewick ●Naming
January 22nd, 2026

The Day Your Portfolio Stops Making Sense to Anyone Outside the Company

It doesn't happen all at once.There's no dramatic meeting where someone announces, "We've lost...
By Jill Stanewick ●Naming ● Naming Systems ● Brand Architecture
January 21st, 2026

Why More Naming Options Rarely Make the Decision Easier

At first, more options feel like progress. The list is growing, people are engaged, and no one can say you...
By Jill Stanewick ●Naming
January 20th, 2026

When Naming Inconsistency Starts Showing Up on the Balance Sheet

At first, it didn't feel like a problem. Each acquisition made sense on its own. Each product kept the name it...
By Jill Stanewick ●Naming
January 19th, 2026

Sixty Days Out—and the Name Still Isn't Settled

You're not behind. But you're not comfortable either.The launch date is real now. The roadmap is locked....
By Jill Stanewick ●Naming
January 15th, 2026

CES 2026 Musings: Best Product Names

I like lots of different styles of names, I promise, but all of my favorites from CES this year are short, suggestive...
By Jill Stanewick ●Naming
January 14th, 2026
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What Boards Actually Worry About When You Name Something New

No one on the board is arguing about syllables. They're not debating whether it "sounds modern...
By Jill Stanewick ●Naming
January 13th, 2026

CES 2026 Musings: New Products from Petkit

I wrote previously about AI Tails — a pet tech brand with a name I think is a winner (though I question the product’s...
By Jill Stanewick ●Naming
January 12th, 2026

How Naming Becomes the Proxy Fight for Bigger Strategic Tension

This meeting was supposed to be about a name. But five minutes in, you can tell—it's not.Someone's arguing...
By Jill Stanewick ●Naming
January 11th, 2026

Afeela Disappointment

Guys, I have to tell you: I don’t Afeela great about the name for Sony Honda Mobility’s new EV line. While the name...
By Jill Stanewick ●Naming Hot Takes
January 11th, 2026

CES 2026 Musings: AI Tails

New in pet tech is AI Tails, a smart food station for cats designed to measure their food and water intake,...
By Jill Stanewick ●Naming
January 10th, 2026

CES 2026 Musings: Pebble’s Index 01

Pebble is at CES this year sharing some new devices. One of them? The Index 01, a simple ring featuring a button you...
By Jill Stanewick ●Naming
January 9th, 2026

The Hidden Costs of a Rushed Naming Decision

You didn't plan to rush this. You planned to do it right.But now the launch date is fixed. The deck is already...
By Jill Stanewick ●Naming
January 7th, 2026

How to Run a Productive Naming Brainstorm (Even with a Big Team)

There's something electric about a good naming brainstorm. When everything clicks, you're not just throwing...
By Jill Stanewick ●Naming ● Naming Tools
January 6th, 2026

When It's Time to Stop Exploring and Start Deciding

At some point, exploration stops being productive. Not because the ideas dry up. Not because the team runs out of...
By Jill Stanewick ●Naming
January 6th, 2026

Should You Trust Name Surveys and Focus Groups?

Short answer: use them carefully.Name surveys and focus groups can provide insight, but they should never make the...
By Scott Milano ●Brand Research ● Naming Tools
January 5th, 2026