Naming at Scale is The Business of Naming
How naming grew up from a task buried in someone else's job description into a discipline with its own global conference.
Naming At Scale
Insights from The Naming Group on how brands use naming to power their businesses from the inside out.
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Latest posts
Naming at Scale is Knowing What Kind of Name You Need
Jim Daley has spent 18 years leading brand strategy and naming at Fortune 500 companies including Microsoft, Intel, and Lenovo. The craft of naming at scale, he learned, is discernment.
Naming at Scale Requires Brand and Legal to Be Friends
When brand and legal work together at the helm, they create a portfolio of marks that reflects the business strategy.
Naming at Scale is Best Laid Plans
A chat with two namers on either end of enterprise naming systems design
Naming at Scale Requires Proper Codenames
A post co-written with John Elliott, PhD, Head of Strategy at The Naming Group, on the business case for deliberately kooky codenames.
Naming at Scale is Knowing When the Problem is Structural, Not Creative
At scale, naming is not an intuitive creative exercise. It’s a cross-functional decision system embedded in power structures, incentives, research methodologies, and portfolio architecture.
Naming at Scale Requires Loving Forethought
Talking with Ladd Martin, former VP of Global Marketing at HP, about the fallout of predecessors' naming decisions and how to be a good naming architecture steward.
Naming at Scale Requires Governance
As product portfolios explode and digital becomes the primary brand touchpoint, naming has shifted from a one-off creative exercise to an organizational capability.
Naming at Scale Requires C-Level Vision
Talking with Joel Ewanick about how naming saved the Porsche brand.
Naming at Scale: Practical Insight Into How Enterprise Naming Really Works
Expert guidance and real-world insight into the unsung challenges of creating and managing names, naming systems, and naming politics in business.