NameDek
The naming workshop in a box
During the 20+ years I worked in agency world, it became apparent that naming was the trickiest part of the branding process. A brand name is the most important element of any brand but crafting the perfect name is far from simple, requiring a mix of analytical insight and creative instinct. Achieving a name that ticks every box is extremely difficult - throw in trademarks, domain, and social media handle availability and it's almost impossible!
Despite these challenges, the process was patchy. A rigorous brand discovery process would reveal a pithy brand position but encapsulating this in a name often came down to a brainstorm and flick through a thesaurus. The result would be a decent name or two but if they didn't work for the client, it was back to square one, with the extra work (often unbillable) that entails, and worse, an erosion of trust.
That’s why I created NameDek®, a card based system that guides brands through the complex process of name craft. By dissecting successful brand names, it reveals the phonetic qualities, semantic building blocks, origin stories, and hidden meanings that lend sophistication and nuance to a name. By understanding the underlying properties of brand names, and identifying the qualities that will work for your brand, users are better equipped to craft and assess suitable brand names for their business.
Best used in a workshop environment, NameDek® showcases the qualities that suit different industries, audiences, and tones of voice. For instance, some names like Lyft are short, direct and descriptive, suggesting straight-forwardness and ease of use, while metaphorical names such as Puma or Patagonia drawing parallels with the natural world have more depth. Eponymous names like Biro, neologisms like Diageo, or adjective-noun combinations like Red Bull all serve distinct brand goals.
Rhythmic and alliterative names offer further appeal. Humorous names, wordplay, and clever misspellings e.g., Movember or Spanx, can make a name more memorable. Even structural details like syllable count and vowel length play a role, long vowels often imply stature, think Google, while short vowels convey efficiency, like Fitbit.
Diving deeper, plosive sounds (P, K, T) suggest precision, think Pixar or Tesla, while fricatives (F, V, S, Z) imply speed, think Salesforce or Zipcar.
NameDek® combines these insights to guide brands toward effective name choices. It’s a data-driven tool that uncovers the essential qualities of names that will resonate most powerfully with audiences and perform best for the brand.
Find out more at www.namedek.com. I think you'll like it!