The Journal

Naming

A name carries weight. Here, we share thoughts on brand naming, naming strategy, and what makes a name distinctive, memorable, and built to last.

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7 Criteria for a Good Business Name

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Creative director working on a laptop from a city hotel terrace, reflecting remote strategy work for hospitality and travel brands.

From the field

Join our mailing list. A short note when we have something worth sharing on brand strategy, identity thinking, and field reflections from the places shaping our work.

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