Reading doesn’t have to be boring, and your books don’t have to be bland! It’s time we demand more from our reading experiences.
That was the challenge I gave myself when I began work on Brand New Name. I wanted to create a book that could compete with an iPad — something that grabs and holds your attention.
More importantly, I wanted to give you a tool. Brand New Name is a graphically designed branding book that shows you how to name, or rename, anything. It shows you what to do every step of the way.
Part 1: Everything Starts With a Name unpacks the power of names and how they get stuck in your mind. It’s a surprising and fascinating topic. For instance, the way a name sounds can give you a sense of what the brand is like. Swiffer makes the cleaning system seem fast and light, compared to the word “mop” which is heavy, slow and wet.
Part 2: How to Name Things provides you everything you need to name a brand — whether it’s for your company, product, service, system, or idea.
Over the course of two to four weeks you can name anything! The page spread below shows the timeline: Plan, Sprint, Select.
The process starts with a Naming Strategy. You create a strategy for how a name will make your brand stand out. Next we Sprint. I take you through a 5-Day Naming Sprint to generate lots of potential names for your brand. Finally, in Select, you discover the tools and exercises you need to test and select the right name for your brand.
Whether you are naming a company, product, service, or even an idea — choosing a brand name is one of the most important business decisions you will make.
A brilliant name defines your brand, and it can shape the future of your business. Brand New Name shows you how to name, or rename, anything. The process is simple and strategic. Anyone can do it! You’ll learn how to unlock your creative genius to create a name that you’ll be proud to own.
Brand New Name will be released on October 8th.
And join me for the launch event on October 15th in Toronto. I will be giving a 1-hour keynote at the Rotman School of Management from 5-6pm. The price of admission is $24.95; the price of a book. You’ll see a fun and inspiring talk (from me, Jeremy Miller), and you’ll receive a copy of the book.