The Word

Thoughts and news. All about the language of brands.

FEATURED POST

Naming a Nonprofit: The Rules Are Different Here
Most naming principles apply across sectors. Clarity, distinctiveness, memorability — these matter whether...
By Jill Stanewick ●Naming
May 31st, 2026

RECENT POSTS

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

Product Naming Architecture: How to Build a System That Scales

Product naming architecture usually becomes a topic after something breaks.After sales starts explaining too...
By Jill Stanewick ●Brand Architecture ● Naming Systems
February 3rd, 2026

Is it worth hiring a naming agency—or can AI do this?

If you're asking this question, naming already feels real to you.At first, it looks like a creativity problem:...
By Jill Stanewick ●Naming
February 3rd, 2026

How to Name a Product When the Stakes Are High

Naming a product sounds simple… until the decision starts to matter.When a name is tied to a real launch, a real...
By Jill Stanewick ●Naming
February 2nd, 2026

When Your Portfolio Sounds Like Internal Code Names

It starts innocently enough. Someone on your team says, "We're rolling it into Orion next quarter."...
By Jill Stanewick ●Brand Architecture ● Naming Systems
January 30th, 2026

When You Keep the Acquired Name... and Pay for It Forever

Keeping the acquired name usually feels like the right decision—at least in the moment.It protects revenue, keeps...
By Tanj Staff ●Brand Architecture ● Naming Systems
January 29th, 2026