Like It or Not: The Wrong Way to do Naming Research
March 4, 2014


So you’ve been asked to evaluate potential brand names You’re a marketing manager or a research manager who’s been asked to evaluate a set of potential names for a new product.

The innovations team has tinkered with design for months, years maybe, and the product will be ready for production soon. Meanwhile, stakeholders have been brainstorming names for the new product. Even the CEO has been promoting his or her kid’s name as a contender. Everyone has a horse in the race.

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