A name is more than a word.
September 22nd, 2005
It’s is the beginning of a conversation. You can imagine how the name Brains on Fire has started some conversations. And it always gives us a chance to tell people that it is not about us, instead it is all about what we DO for clients. Often when potential clients call us about a naming project they say “we want a name like Brains on Fire”. Really, people say those words. What you get when you dig deeper is they want a name that ignites conversation. A great name should fascinate and inspire. It should provoke conversation. Maybe even debate. It should scare you a bit. Someone should hate it – a lot. Others should love it. It is as important as the first sentence in a novel. Or the first six seconds when you meet someone new. Talk orders for a name, but in our opinion – great companies, products and organizations shouldn’t settle for anything less.
Other posts by Robbin.
Olivier Blanchard says:
Amen. What were the other names? The ones that didn’t make the cut?
February 18th, 2006 at 1:46 pmDJ Ranier says:
Hey, and while we’re at it, maybe we can get a peek at Cartier-Bresson’s contact sheets… I never really bought that “decisive moment” jazz…on second thought… MAINTAIN THE MAGIC!
February 18th, 2006 at 1:46 pm