The best brand names become a part of consumers’ vocabularies and synonymous with the items they represent, like Kleenex has with tissues.
“A name is a moniker that a company is going to wear probably the longest of anything we develop,” says Sasha Stack, a partner at the Boston offices of brand-strategy and design firm Lippincott.
So why do names like Sprite and Verizon work so well? We asked Stack to guide us through the naming process using some of her favorite projects, as well as the brand names she most admires.
Read more about the value of a name for branding here.
