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April 25, 2007 | Tate Linden
Okay, there's more than one thing, but this one is on my mind today. A fellow namer came up with a great name and I was about to go give 'em major kudos - and maybe even mention their name here... and then I saw how the client had executed on the name.

Sadly, we as namers often don't get the opportunity to do more than we're hired to do - which is to name a singular thing. Companies identify a need to create a new product name, or perhaps rename the entire company, and set about finding a provider for that service. Once the provider is found they allow the provider to work within the confines of the project, but don't allow the provider to affect the rest of the environment at the company.

My friend renamed the company, creating a rich and meaningful word that leads the mind to all sorts of visual cues and imagery. The client apparently loved the name and adopted it. And then the project apparently ended...

Here's the problem. The company changed their name - but their product naming is still more in line with who they were before the change. So we have this wonderfully flexible and approachable name on the masthead, and then we see these flat unpronouncable three letter acronyms for the products they sell.

Let's let namers name, eh? If you stop at the name on the masthead or door your clients are going to be confused when they get to you. There's a reason why Apple sells the Macintosh and not the APL-05G. If you give yourself that cool name you've got to embrace it and what it means.

Here's to hoping those three letter acronyms at the afore(un)mentioned company are gone post haste.

I'm rooting for you!

Tate Linden Principal - Stokefire 703-778-9925