The Naming Playbook

The Naming Playbook

Discover how the world’s leading brands manage their naming portfolios.

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Naming managementNaming management
Who should "own" naming in your organization?

Who should "own" naming in your organization?

And how?

Caitlin Barrett
Caitlin Barrett
The hidden costs of naming

The hidden costs of naming

You're probably naming more than you should be. What's it costing you?

Caitlin Barrett
Caitlin Barrett
Naming managementNaming management
A simple “does-it-need-a-name?” checklist

A simple “does-it-need-a-name?” checklist

Make the switch from naming by default to naming with intention

Caitlin Barrett
Caitlin Barrett
Naming managementNaming management
The art of not naming

The art of not naming

Let's just talk about it

Caitlin Barrett
Caitlin Barrett
Naming managementNaming management
If you can name a little less, you can name a lot better

If you can name a little less, you can name a lot better

Naming requires a lot of resources—here's the case for freeing them up

Caitlin Barrett
Caitlin Barrett
Naming managementNaming management
Steal my naming-decision framework

Steal my naming-decision framework

I always start with this one

Caitlin Barrett
Caitlin Barrett

Archive

Naming managementNaming management
Where does naming go off the rails in large organizations?

Where does naming go off the rails in large organizations?

And where can naming leads have the biggest impact?

Caitlin Barrett
Caitlin Barrett
Naming managementNaming management
Steal my naming-decision framework

Steal my naming-decision framework

I always start with this one

Caitlin Barrett
Caitlin Barrett
Naming managementNaming management
If you can name a little less, you can name a lot better

If you can name a little less, you can name a lot better

Naming requires a lot of resources—here's the case for freeing them up

Caitlin Barrett
Caitlin Barrett
Naming managementNaming management
The art of not naming

The art of not naming

Let's just talk about it

Caitlin Barrett
Caitlin Barrett
Naming managementNaming management
A simple “does-it-need-a-name?” checklist

A simple “does-it-need-a-name?” checklist

Make the switch from naming by default to naming with intention

Caitlin Barrett
Caitlin Barrett
Naming managementNaming management
The dangers of the working name

The dangers of the working name

Why bad working names are good (plus the two strategies I like best)

Caitlin Barrett
Caitlin Barrett
Naming managementNaming management
“Our naming...it’s kind of a disaster.”

“Our naming...it’s kind of a disaster.”

Your 2025 naming operations checklist

Caitlin Barrett
Caitlin Barrett
The hidden costs of naming

The hidden costs of naming

You're probably naming more than you should be. What's it costing you?

Caitlin Barrett
Caitlin Barrett
Naming managementNaming management
Who should "own" naming in your organization?

Who should "own" naming in your organization?

And how?

Caitlin Barrett
Caitlin Barrett
The Little Book of Genericide

The Little Book of Genericide

The world’s saddest story: Brand name. Never protected.

Caitlin Barrett
Caitlin Barrett
TLC for your TM

TLC for your TM

What do you need to know about trademark-loving care?

Caitlin Barrett
Caitlin Barrett
Conflict search party

Conflict search party

How to look for trouble in all the right places

Caitlin Barrett
Caitlin Barrett
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