The Word

Thoughts and news. All about the language of brands.


Lay of the Land: DTC Cookware Naming

Direct-to-consumer cookware brands have been around for a while, but 2020 was a turning point for the category. Covid...
November 9th, 2022


Opera, Anyone?

What are your plans this weekend? Hit the beach? Play some tennis? Catch the opera? If you are in the business...
January 1st, 2017

Gifting a Great Name

‘Tis the season for giving, and for some people that means buying fun stocking stuffers for loved ones. On a recent...
December 6th, 2016

In the News: Tanj Quoted in Broadly about Foxy Store Naming

In a recent article on Broadly, our very own Jill Stanewick gives insights and analysis of why so many...
September 21st, 2016

How Do You Say That?

The trademark landscape is crowded—that’s for sure. It’s tough to come up with a name that’s legally available. Heck,...
June 15th, 2016

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