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The Agency Names of Naming Agencies

The first thing we do when starting a naming project is to thoroughly analyze the names of the competition. This helps everyone involved understand the competitive landscape, to see which words & ideas are overused, and to have a crystal clear picture of where the opportunities are.

We created this competitive chart of naming agencies when we named ourselves, asking "Where do we need to be on this chart & why?"

As did the bulk of the naming agencies below, the majority of companies forget that naming is a competitive sport.

Had these naming agencies analyzed the naming agency names of competitors, their own naming agencies would have much more effective & differentiated names.

  • A Hundred Monkeys
  • Igor
4         4
3         3
  • Idiom
  • Lexicon
  • Metaphor
  • WildOutWest (WOW)
  • Catchword
  • Eat My Words
  • Word for Word
  • Operative Words
  • WhereWords
  • Good Characters
  • Tungsten
  • Applebaum
  • Addison
  • Ashton Brand Group
  • Hayden Group
  • Landor
  • Lippincott Mercer
  • Master McNeil
  • Rivkin & Associates
  • Russell Mark Group
  • Siegel & Gale
  • Wolff Olins
  • Zinzin
  • Tanj
  • Cintara
  • Capsule
  • The Naming Group
  • ABC Name Bank
  • Brighter Naming
  • Moore Names
  • Name Designer
  • Name Development
  • Name Evolution
  • Name Generator
  • NameLab
  • Name One
  • Name Pharm
  • NameQuest
  • Name Razor
  • NameRobot
  • NameSale
  • Name Sharks
  • Name-Shop
  • NameStormers
  • Name Tag
  • NameTrade
  • Namebase
  • NameWorks
  • Naming Systems
  • Naming Workshop
  • Namington
  • Namix
  • Strategic Name Development
  • The Naming Company
  • Wise Name
  • Namix
  • Nomen
  • Nomenon
  • Nomina
  • Nomino
  • Bizword
  • Comspring
  • Logoistic
  • Macroworks
  • Mnemonic
  • Brains On Fire
  • One Big Roach
  • Brand-DNA
  • Brand A
  • Brand 2.0
  • Brand Channel
  • Brand Design
  • Brand Doctors
  • Brand Evolve
  • Brand Evolution
  • Brand Fidelity
  • Brand Forward
  • Brand Institute
  • Brand Juice
  • Brand Ladder
  • Brand Link
  • BrandMade
  • Brand Maverick
  • Brand Mechanics
  • Brand Meta
  • Brand People
  • Brand Positioning
  • Brand Salt
  • Brandscape
  • Brand Scope
  • Brand Sequence
  • Brand Slinger
  • Brand Solutions
  • Brand Spark
  • Brand Vista
  • CoreBrand
  • Future Brand
  • Independent Branding
  • Interbrand
  • Not Just Any Branding
  • The Better Branding Company
  • The Brand Company
  • The Brand Consultancy
  • Trading Brands
  • Blue Taco

Levels of Engagement: These eight levels (y-axis levels from minus 2 to plus 5) represent the amount of material (meaning, stories, associations, imagery, multiple layers) in a name the audience has to play with and personalize – and how "engaged" they are by a name. Names in the minus 2 level are the least engaging, and likely to be quickly forgotten; the higher the number the better, with level 5 being the best.

Functional Names: The lowest common denominator of names, usually either named after a person, purely descriptive of what the company or product does, or a pre- or suffixed reference to functionality. (Infoseek, LookSmart)

Invented Names: "Invented" as in a made-up name (Acquient, Agilent, Alliant, Google) or a non-English name that is not widely known.

Experiential Names: A direct connection to something real, a part of direct human experience. Usually literal in nature, but presented with a touch of imagination. (Netscape, Palm Pilot)

Evocative Names: These names are designed to evoke the positioning of a company or product rather than the goods and services or the experience of those goods and services. Removed from direct experience, but relevant – evoking memories, stories, and many levels of association. (Virgin, Apple, Cracker Jack)

We encourage you to print this out and move names around, and see if you think they should be classified differently. It's an exercise that will get you thinking about the names in your own industry. (Here is a blank taxonomy chart you can print out.)

Computer Port Technology Name Taxonomy