The Naming Playbook
Discover how the world’s leading brands manage their naming portfolios.
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And how?
You're probably naming more than you should be. What's it costing you?
Your 2025 naming operations checklist
Make the switch from naming by default to naming with intention
Why bad working names are good (plus the two strategies I like best)
The world’s saddest story: Brand name. Never protected.
What do you need to know about trademark-loving care?
How to look for trouble in all the right places
Keep your head on a swivel
Don't find out the hard way
Keep it, translate it, or do a ~secret third thing~?
Destroy them before they destroy you
