"I love it." "I hate it." Neither one gets you closer to a name.
Every naming review hits the same wall. You put a shortlist in front of stakeholders, and within minutes the room splits. Someone's sold. Someone else can't say why they're not. Nobody knows what to actually do with either reaction.
That's why we wrote The Naming Feedback Guide.
After naming 1,000+ brands, we've sat in a lot of these rooms. What we've learned: naming doesn't stall because good names are rare. It stalls because most people were never taught how to react to one out loud.
Inside, we break down:
- Why "I don't like it" is where the conversation starts, not where it ends
- How to tell if you dislike a name, or if it's just new and hasn't earned your trust yet
- What "our customers won't get it" actually means, and how to test it before you kill a name over it
- Ten phrases worth retiring from your next naming meeting
- A five question framework you can run any serious contender through
None of it is about getting everyone to love the same name. Consensus was never about identical taste. It's about shared confidence in the decision. That's the actual bar.
If you've got a naming review on the calendar, ours or anyone else's, this is what we hand clients before they walk in the room.
Read it, then go give feedback that actually moves things forward.