Caitlin is a naming expert and brand-language strategist. They lead Wild Geese Studio, specializing in name development, operations, and evaluation.
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Nov 12, 2025
(Almost) never.
Naming management
Oct 6, 2025
And where can naming leads have the biggest impact?
Sep 4, 2025
I always start with this one
Aug 6, 2025
Naming requires a lot of resources—here's the case for freeing them up
Jul 7, 2025
Let's just talk about it
Jun 9, 2025
Make the switch from naming by default to naming with intention
May 5, 2025
Why bad working names are good (plus the two strategies I like best)
Apr 1, 2025
Your 2025 naming operations checklist
Mar 3, 2025
You're probably naming more than you should be. What's it costing you?
Feb 10, 2025
And how?
Jan 27, 2025
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
Jan 25, 2025
Keep it, translate it, or do a ~secret third thing~?
Jan 24, 2025
Destroy them before they destroy you
Jan 23, 2025
They're built, not born
