Anthony Shore is Chief Operative of Operative Words and was formerly Global Director of Naming and Writing for Landor Associates. In this blog post, he offers advice about creative brand names, starting with the concept “To name well, you must name abundantly.”
To create the many name candidates needed for a new brand name, Shore counsels that you should explore concepts, not words:
Concepts are intrinsically more generative than specific words because concepts can include other concepts. A single big idea can encompass dozens of more-specific ideas each of which encompasses other, narrower ideas, and so on. It’s ideas all the way down!
To find out more, click through to find examples, techniques, and resources for creating abundantly.