The Word

Thoughts and news. All about the language of brands.

FEATURED POST

Does a Company Name Affect Hiring?
Yes. And most companies don't realize it until the wrong people say yes while the right people say no.Your name...
By Tanj Staff ●Naming
February 25th, 2026

RECENT POSTS

Is Your Brand Holding You Back?

Some companies grow into their name. Others grow past it. The difference matters more than most leaders want to...
By Jill Stanewick ●Naming
February 24th, 2026

What actually makes a brand feel premium?

It's probably not what you think.Most people point to the logo. The typeface. The color palette. The photography...
By Jill Stanewick ●Naming
February 23rd, 2026

How do you get leadership aligned on a brand name decision?

This may feel like a leadership alignment problem. But it's actually a process problem.When executives clash...
By Tanj Staff ●Naming
February 20th, 2026

Why do competitors feel stronger than us?

It goes something like this:You review a competitor's site and feel a drop in your stomach. Their name sounds...
By Jill Stanewick ●Naming
February 19th, 2026

Why isn't our brand taken seriously?

It goes something like this:An investor leans back and says, "Interesting." A prospect asks if you're...
By Scott Milano ●Naming
February 18th, 2026

How Your Brand Name Shapes Your Brand’s Future

BBC Science Focus recently published a fun article about how a person’s given name can affect their life: The...
By Jill Stanewick ●Naming ● News
February 17th, 2026

Why do we have to explain what we do all the time?

It starts as a small irritation.A prospect asks, "So... what is this exactly?" A board member says,...
By Jill Stanewick ●Naming
February 16th, 2026

Why does our brand feel generic?

It goes something like this:A prospect confuses you with a competitor. A board member says, "You sound like...
By Jill Stanewick ●Naming
February 13th, 2026

Is it bad to rename after funding or growth?

We get why people ask this. It can feel like an admission that something went wrong — that the original name wasn’t...
By Jill Stanewick ●Naming
February 12th, 2026

How do you name a company in a crowded category?

You’re not just crowded because there are too many competitors. You also feel crowded because everything sounds the...
By Jill Stanewick ●Naming
February 11th, 2026

What makes a brand name strong for B2B or enterprise?

In enterprise environments, naming is treated as much more than an aesthetic choice.From the start, leaders consider...
By Jill Stanewick ●Naming
February 10th, 2026

How to Name Product Tiers Without Creating Confusion

Tier naming looks simple on the surface: Add “Pro.” Add “Enterprise.” Add a higher price. Move on.But if it’s not a...
By Tanj Staff ●Naming ● Naming Systems
February 9th, 2026

How do you know if a brand name is actually good?

You don't know at first sight. And that's the point.Most leaders assume a "good" name is one...
By Jill Stanewick ●Naming
February 7th, 2026

Tanj on The Hidden Engine of ROI — Brand Names

Tanj Founder & Managing Director — Scott Milano — was featured an exciting (new) newsletter on branding and...
By Tanj Staff ●News
February 7th, 2026

Best Naming Agencies in 2026

Who Are the Best Naming Agencies?Choosing a naming agency isn't about finding "the best" firm in the...
By Research Team ●Naming
February 6th, 2026

10 Signs It’s Time to Rename Your Brand

10 Signs It’s Time to Rename Your BrandRenaming is rarely anyone’s first choice.It feels disruptive, political, and...
By Jill Stanewick ●Naming
February 6th, 2026

Why AI Stinks for Brand Naming — Part 1 of a Series

We like AI.We use AI. We talk to AI more than is probably healthy.But after watching hundreds of teams try to name...
By Scott Milano ●Naming ● Naming Hot Takes
February 5th, 2026

How to Name a Platform (Without Boxing Yourself In)

Platform naming may feel similar to product naming, but it has important distinctions.A product can be specific. A...
By Tanj Staff ●Naming ● Naming Systems
February 4th, 2026