But there is an often-overlooked asset that many brands don’t put enough priority into: the product name. Selecting the right ...

There is more to IKEA’s product naming system than non-Swedish people might think. Swedophones are familiar with the furniture store’s oddly specific conventions, but for most of us ...

Bertini, Marco, John Gourville, and Elie Ofek. "The Best Way to Name Your Product 2.0." Harvard Business Review 89, no. 5 (May 2011).

A melding of minds is also the method at Butter London: Its names are jointly developed by Katie Jane Hughes, the company's global color ambassador, and its product development team. And then there ...

And, likewise, it is an interesting, complicated, and marvelous time to be naming brands catering exclusively to women. Those tasked with choosing a name for a product or company geared toward women ...