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."

一個使用語言工程、偽裝摘要和極化測試創建獨特、高價值品牌名稱的框架。當命名新產品、重塑新創公司品牌或內部團隊陷入「安全」但容易忘記的描述性名稱時，請使用此名稱。 來源：samarv/shanon。