Naming. More than a side quest for copywriters…

… But that is how I got my start. A few projects came across my desk: name these flavors (okay), name this new creamer (sure), what do we call a prenatal supplement for men? (HeNatal I suppose). After five years of ad agency life, I became an ACD at a branding studio and took charge of the naming process. That’s where I got really really obsessed: how to present names, how many to show, how to qualify what’s good versus bad, and most importantly, how to save clients from fist-fighting each other over a spreadsheet of 200+ options (for real).

Eventually, I built this into my own consultancy, and named it after the moniker I’d come to be known by: The Nameist.