Introducing Big Names in Naming, the podcast where we get to know the people behind brand names
You name it, they named it.
I love namers
This job is weird. My competition is also my community. I have so much respect for anyone and everyone who’s managed to stick it out in this job that sounds fake but actually requires an incredible amount of discipline, creativity, and curiosity.
You won’t learn as much from a book as you will from building relationships with people who do this stuff. And most of the folks who do this work are fascinating people who are fascinated by language, research, history, the future, and so much more.
Namers are fun to talk to.
So I made a new podcast to introduce them to you
Whether you’re just interested in how brands get their names or you want to pursue a career in naming, you’ll learn all about the inner workings of the naming world. The stuff that’s rewarding, challenging, tense, and uncertain. The need to set your ego aside. The desire to protect your reputation from being tied to REALLY BAD NAMES. And so much more.
Season 1 launches on July 16, and I’d love for you to listen
Episodes will go live every other week on Substack (and, if I do this right, all major podcast players). Season 1 is five interviews with namers that represent a wide range of naming experiences, from striking it out on their own from the beginning to weaving their way through agencies of all sizes to discovering naming while pursuing a completely different career.
Here’s what you’re in for:
The Anthony Shore Episode
Anthony is a naming star and the Chief Operative of Operative Words. We talk about getting his start naming cocktails, why Onelook is the best website (and why it needs to stay ugly), what it was like naming during the dot-com boom, and the real story of naming Accenture.
Here’s a clip of Anthony sharing the experience of having 2,500 PARTNERS vote on 50 NAME CANDIDATES in the projects that ultimately led to the name Accenture:
The Tyler Doyle Episode
Tyler is a naming consultant and lead of the naming studio TBD. We talk about how the real secret to great naming is building great relationships with your clients, his favorite naming resource (which I had NEVER HEARD OF), and the importance of separating business goals from naming goals.
The Mark Gunnion Episode
Mark is a legendary namer and (according to me) the most quotable man in naming. We talk about his work developing big-name brands, working with other naming legends to get his start, and the differences between naming for brands and naming your own creative works.
The Alexandra Watkins Episode
Alexandra has produced some of the world’s most delicious names (including the iconic Wendy’s Baconator!!!). We talk about her determination to get a naming job in the first place, how she handles sharing naming credits that she *can’t exactly* share outright, and how she came to write her book on naming, and we get a tour of her creative space.
The Rachel Bernard Episode
Rachel is the reason I went from being someone who just named things to becoming a namer. To me, Rachel is the most famous namer of all. <3
We get into how she managed to go from working in the dressing room at the J. Crew in Rockefeller Center to a job as a namer at the world’s largest brand consultancy. I also make her tell my favorite story about a client insisting a name was pronounced *a little differently* than everyone on the agency side did.
Happy naming!
Caitlin
P.S. Self-guided naming classes are rolling out! Check out How to Become a Namer, and How to Navigate the Naming Process now, and get your own naming journey started—at your own pace.
Want more naming resources?
Take an upcoming live Naming for Everyone class, or check out our new self-guided series.
Download free booklets from the Truth in Branding series on naming and trademarks