The Anatomy of a Name


Names are the cornerstones of great brands. In a word or two you are capturing the essence of your company, product or idea.

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Guide Overview


The beauty of naming is it’s immensely creative. You can use real words, take words from stories or history, or create words. There really are no limits when it comes to naming, but there is some logic.

Understanding the anatomy of a name will give you an advantage in the naming process because it can expand your horizons. We tend to approach naming from our own experiences. For example, if all the brands in your industry use acronyms, you may naturally gravitate toward this naming construct. By understanding the other possibilities, you can be more creative and look for names more broadly.

The Anatomy of a Name shows you how names are constructed.

About the Author

Jeremy Miller is a brand strategist and bestselling author.

Over the past decade, Jeremy and the Sticky Branding team have profiled and interviewed hundreds of companies across dozens of industries to uncover how companies grow Sticky Brands. Jeremy shares his expertise as a writer, consultant, and keynote speaker. His blend of humor, stories, and actionable ideas will inspire you to innovate and grow your business and brand.

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