How other naming firms work: the process revealed

Posted by Alexandra Watkins on February 24, 2008

In a stunning admission in a recent article, Jim Singer of Namebase (the naming firm behind such gems as Any’tizers™, Tranax, and Softwin razors), revealed the company’s naming process, “We sit around a table and think up good-sounding words, and then we take them apart and try to sell them to the clients afterwards with a lot of science behind it. But really we’re just kind of babbling in there, and when a good one comes out, we write it down.” WHAAAAAAAAAAAT? That’s like saying we wait for images to show up in our toast in the morning (The Virgin Mary, President Bush, Brad Pitt) and then we run ourselves through a series of ink-blot tests (“I see a car, a butterfly, a pygmy goat!”). Then we combine the first three letters of the toast shapes with the last three letters of the object that we see in the ink blot.

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