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

CES 2026 Musings: Pebble’s Index 01

Pebble is at CES this year sharing some new devices. One of them? The Index 01, a simple ring featuring a button you...
By Jill Stanewick ●Naming
January 9th, 2026

The Hidden Costs of a Rushed Naming Decision

You didn't plan to rush this. You planned to do it right.But now the launch date is fixed. The deck is already...
By Jill Stanewick ●Naming
January 7th, 2026

How to Run a Productive Naming Brainstorm (Even with a Big Team)

There's something electric about a good naming brainstorm. When everything clicks, you're not just throwing...
By Jill Stanewick ●Naming ● Naming Tools
January 6th, 2026

When It's Time to Stop Exploring and Start Deciding

At some point, exploration stops being productive. Not because the ideas dry up. Not because the team runs out of...
By Jill Stanewick ●Naming
January 6th, 2026

Should You Trust Name Surveys and Focus Groups?

Short answer: use them carefully.Name surveys and focus groups can provide insight, but they should never make the...
By Scott Milano ●Brand Research ● Naming Tools
January 5th, 2026

How Many Name Ideas Do You Actually Need?

Most teams underestimate this number by a lot.If you think you need ten good names to find one winner, you're...
By Jill Stanewick ●Naming
January 2nd, 2026

How to Evaluate Brand Name Ideas Objectively

Most naming debates fail for one reason. Everyone is arguing opinions instead of criteria.If you want to choose a...
By Jill Stanewick ●Naming ● Brand Research
December 30th, 2025

What Makes a Brand Name Legally Strong vs Risky

Not all brand names are created equal in the eyes of the law. Some are built to last. Others are lawsuits waiting to...
By Jill Stanewick ●Naming ● Trademark
December 29th, 2025

How to Check If a Company Name Is Taken

If you’re starting a company, this is the unglamorous step you cannot skip. Before you fall in love with a name,...
By Jill Stanewick ●Naming ● Brand Research ● Trademark
December 23rd, 2025

How to Generate 200+ Product Name Ideas Without Getting Stuck

If you're only coming up with ten product name ideas to choose from, you're really just taking a shot in...
By Jill Stanewick ●Naming ● Creativity
December 22nd, 2025

How to Test a Product Name: Trademark, Linguistics, and Market Checks

Choosing a product name starts off feeling fun and creative. Testing it is where reality sets in.Every year, teams...
By Jill Stanewick ●Naming ● Trademark ● Brand Research ● Linguistics
December 22nd, 2025

How Product Names Fit into Brand Architecture: A Practical Guide

Want a tip about product naming problems? They're often not actually naming problems. They're brand...
By Jill Stanewick ●Naming ● Brand Architecture
December 19th, 2025

Trademark Screening for Brand Names: The Complete Guide

Choosing a brand name is one of the most exciting—and risky—decisions you'll make. Get it right, and your name...
By Jill Stanewick
December 18th, 2025

How Cultural Shifts Influence Brand Naming

Brand names don't exist in a vacuum. They're swimming in culture, whether they know it or not.What sounds...
By Jill Stanewick ●Naming ● Naming Trends
December 17th, 2025

Navigating Legal and Trademark Issues in Naming

Naming is easily one of the best parts of building a brand. It's creative, it's energizing, and it actually...
By Jill Stanewick ●Naming ● Trademark
December 12th, 2025

What Makes a Memorable Brand Name: The Tanj Memorability Test

Memorability is not luck.It is cognitive design.Some names catch. Some names spread. Some names become shortcuts for...
By Scott Milano ●Naming ● Naming Tools
December 1st, 2025

How to Name a Product: A Complete Guide

Launching a new product? You've got a million decisions to make, but here's the truth: nothing will shape...
By Jill Stanewick ●Naming ● Naming Tools
November 21st, 2025

How to Name a Company: A Complete Guide

Naming a company shouldn't feel like throwing spaghetti at the wall. Here's a clear process for building a...
By Jill Stanewick ●Naming ● Naming Tools
November 20th, 2025