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.