IGOR Naming Guide
01/Oct/2006 Filed in:
Branding /
Naming
Igor is a naming and branding firm. I don't know a
lot about them, but I have read and completely
worship their free Naming Guide. Yes, it's true. They
publish their process and make it freely available to
the public.
"We created the Igor Naming Guide in order to
demystify the naming process. In it we show how and
why great product and company names work, when focus
groups and standard ways of thinking about them might
have predicted otherwise. Igor's own naming process
is presented in excruciating but logical detail."
Brilliant. It really speaks to the idea that the real
magic is the people who can use the process, and the
process is just the structure that those smart and
talented people use to get to the end product.