scientific-brand-naming-process

A great brand name provides a "cumulative advantage" (it sticks in the mind longer) and an "asymmetric advantage" (it gives you a head start over competitors). To achieve this, move away from descriptive names that describe what you do and move toward distinctive names that create an experience.

Identify (Behavioral Mapping) Instead of starting with mission statements or positioning, focus on behavior and experience.

Invent (The Disguised Brief Method) Avoid large brainstorming sessions. Instead, use small teams of two and provide different contexts to force "synchronicity."

A framework for creating distinctive, high-value brand names using linguistic engineering, disguised briefs, and the polarization test. Use this when naming a new product, rebranding a startup, or when internal teams are stuck on "safe" but forgettable descriptive names. Source: samarv/shanon.