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Building the Perfect Beast: The Igor Naming Guide


As seen on the reading lists at Wharton & Berkeley, the Igor Naming Guide demystifies the naming process.

It details how and why great product and company names work, when focus groups and standard ways of thinking about them would have predicted otherwise.

Igor's own naming process is presented in a clear and actionable way.

The Naming Guide is updated regularly; download the latest version below:

Download Format Version Date
Igor Naming Guide 122 page PDF 6.4 May 1 2016
Igor Naming Guide - short 28 page PDF 1.3 May 1 2016