The Word

Thoughts and news. All about the language of brands.


New Decade, New

This is the start of our 12th year in the brand naming business. Plus it's an entirely new decade. To...
January 31st, 2020


Talking About What Isn’t There

In branding and advertising, we usually focus on the positive: what your product is, what it does, or the benefits of...
June 15th, 2016

Name Review: Climbing into the “Pillowfort”

March 31st, 2016

Name Review: How Fit are Fitbit Names?

It’s hard enough coming up with a name for just one product. But when you have a whole portfolio of products that...
March 31st, 2016

Name Review: Working the iOS “Night Shift”

We’ve all been there. Late at night, staring into our phone or tablet screens. We want to put them down, but somehow...
March 28th, 2016

In the News: Tanj Quoted on Brand & Business Naming on

We recently had the pleasure of speaking with the folks at about brand naming, specifically naming a small...
February 19th, 2016

In the News: Tanj Quoted on Naming in the South Florida Business Journal

We were picked up by the South Florida Business Journal after participating in’s research and report on...
November 7th, 2015

Interview: All About Brand Naming & Naming Agencies

As part of a larger piece of research on brand naming trends, challenges, and opportunities by, we had the...
October 21st, 2015

Google's New Logo Takes Us Back to Kindergarten

When Google unveiled the name Alphabet, I’ll admit that I wasn’t inspired to write anything about it. I didn’t think...
September 1st, 2015

In the News: Tanj Quoted at European Domain Centre

We were invited to share our thoughts for a piece about the ever-expanding top-level domain space. Christopher Hofman...
August 11th, 2015

Natural Bliss Goes Nude

When we named Natural Bliss a couple of years back, we didn’t have any innuendos in mind. It was a wholesome, new,...
July 16th, 2015

How To Socialize Your New Company Name

“Seeing the new name in full context bolsters confidence and minimizes potential dissent.”When re-naming a company, a...
June 18th, 2015

How To Evaluate Names for Your Company

“Names should map back to your strategy.”So you’ve removed your creative thinking cap and your eyes are glazed over...
June 17th, 2015

When A Brand Owns Its Mistake

Brands make mistakes. After all, they’re run by humans. PR folks definitely face challenging decisions when mistakes...
June 12th, 2015

Assessing the Viability of Company Brand Names

Names are trademarks. Trademarks are intellectual property. Property is, well… property. And as most of us learned in...
June 9th, 2015

Developing Company Names: Quantity & Quality Are Key

“To get quality and quantity, you have to commit blocks of time to naming.” You’ve got your naming strategy, your...
June 8th, 2015