Key Ideas
• The naming brief documents important information, such as what ideas the name should convey.
• A good brief inspires creativity by clearly presenting a puzzle for the namer to solve.
• The brief is a critical first step in the naming process and should be approved by all relevant parties prior to name generation.
The naming brief points us in the right direction before we begin generating ideas. If you’ve heard the navigational wisdom that a very small error in heading will take you increasingly off course the farther you go, you’ll understand why it’s critical to get the naming brief right the first time around. If you reach the end of your long, metaphorical journey—a presentation of names, say—only ...
Get Brand Naming now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
