The Word

Thoughts and news. All about the language of brands.

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The 5 Ways a Name Sends a Signal (Whether You Intend It To or Not)
People form an opinion about your name before they know anything else about you. Before the deck. Before the demo....
By Jill Stanewick ●Naming ● Branding
March 19th, 2026

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The Philosophy of Naming: The Poetry Behind Brand Naming

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When brainstorming goes nowhere, try changing your scenery. The real world is packed with naming inspiration — you...
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Every startup founder knows the basics of naming: keep it clear, memorable, and legally available. But what separates...
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Slow Down to Find a Better Startup Name

Early stage founders move fast because they have to. But when you're naming something that matters, speed...
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Tanj Continues as a Clutch Global Leader for Naming in 2025

We’re proud to start 2025 recognized once again as a Clutch Global Leader for Naming.This continued recognition from...
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You already know the checklist: clear, memorable, trademarkable. But let's be honest — that's not what...
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In the New: Scott Milano Talks Philosophy of Naming on the Branderman Podcast

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Startups run on experimentation, right? Your naming process should too. When your first batch of ideas feels flat,...
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Every CEO knows the basics. Make it memorable, make sure you can trademark it, don't pick something stupid. But...
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When you're building at startup speed, naming feels like one more thing competing for time you don't have....
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Innovation teams operate at breakneck speed. You're building the future, solving hard problems, pushing into...
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Launching a new name is one of the most thrilling and nerve-racking moments in a brand’s journey. Before you make it...
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