The Naming of Things

At our Friday afternoon staff lunch (this week, Greek!), we were struck by how much of our work this past week has been about naming. We are naming a new downtown development. We are beginning the branding process for a client’s new business and the rebranding process of a nonprofit organization. We are naming a signature cocktail for a fundraising event and coming up with the title for summer-long promotions.

This week’s name-centric client work reminded us of how important names are: to us, to our clients and to their identities. A name shapes perspective, elicits emotional response and creates an identity. What’s in a name? To us, it’s good thinking.

According to the well-cited writer Anonymous: “Words have meaning and names have power.”

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