Essay: The Basics of Naming
Your name has been your name for as long as you’ve known you. At least that’s the case for most of us.between the ages of four and seven months, the neurons... Read more.
Tom Parrette: When Brand Names Go Bad
There’s one indisputable truth about brand naming: your name is only as good as your company, product, or service. Consumers rarely invest in something based solely... Read more.
Parrette: What a Shortened Name Says About a Brand
Two name changes-or more correctly, modifications-have received attention in the media and branding worlds recently. Pizza Hut has announced that its boxes and select... Read more.
It Will Always Be the Sears Tower
How place names represent brands Anyone who names things for a living will tell you a name is simultaneously the most important and least important signifier of... Read more.
Parrette’s Ten Basics of Ad Creation
Great ads have one thing in common. They sell things. Things like products, services, ideas or lifestyles. If they don’t do this directly, they are memorable... Read more.