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."

一个使用语言工程、伪装摘要和极化测试创建独特、高价值品牌名称的框架。当命名新产品、重塑初创公司品牌或内部团队陷入“安全”但容易忘记的描述性名称时，请使用此名称。 来源：samarv/shanon。