The Word

Thoughts and news. All about the language of brands.

FEATURED POST

How to Brief a Naming Agency (And Why Most Briefs Miss the Mark)
Before a single name gets created, the brief shapes everything. The directions creative will explore. The criteria...
By Jill Stanewick ●About Naming Agencies
June 4th, 2026

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How to Present a New Name to Your Board

You've done the work. The process was rigorous. The name is strong. And now you have thirty minutes in front of...
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It's the question everyone wants to ask. So let's just address it directly.Naming project pricing varies —...
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Naming a Healthcare Brand: Why Playing It Safe Can Actually Backfire

Naming a Healthcare Brand: Why Playing It Safe Can Actually BackfireHealthcare has a naming problem. And it's...
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Tanj Named a Clutch Global Winner for Naming — Spring 2026

We'll take it.Tanj has been named a 2026 Clutch Global Winner for Naming — recognized among the top naming...
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What Happens After You Hire a Naming Agency

The decision to hire a naming agency is only the beginning. What happens next — how the work actually unfolds, what...
By Jill Stanewick ●About Naming Agencies
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There are more naming agencies than there used to be. That's mostly good news — it means there's real...
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What You're Really Paying for When You Hire a Naming Agency

The sticker price of a naming engagement is easy to see. What's behind it is less obvious.The fee is not just...
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Why Consensus Kills Great Naming

The worst moment in a naming process isn't when you can't find a great name. It's when you find one —...
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What's the Difference Between a Naming Agency and a Branding Agency?

Both can create names. That’s the main overlap.The difference isn't just about specialization — it's about...
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What's Inside a Naming Brief — and Why It Matters

A naming brief sounds administrative. It isn't. It's the document that makes or breaks a naming engagement...
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Is a Naming Agency Worth It?

The honest answer: it depends on what you're naming, what's at stake, and what it costs you if you get it...
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Healthcare Brand Naming: Credibility, Compliance, and Clarity

Healthcare brands carry unusual weight. The name is often the first signal patients and providers receive about...
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Can AI Replace a Naming Agency?

Short answer: no. Longer answer: it depends on what you think a naming agency actually does.If you think a naming...
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How Much Does Brand Naming Cost?

The honest answer: it depends. But "it depends" isn't a non-answer here — the variables that drive...
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April 17th, 2026