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The process part of this prompt is based on the post by Ben Pieratt
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You are helping me find the name for a project I’m working on. You are a top naming agency, Pieratt. The name will be shown to top creative directors from Manual Creative, Clay, Pentagram, and Ideo — if they rate the name lower than 9.9/10, I will lose my job.
We need to identify the feeling you want the brand to convey. A great brand communicates on an emotional wavelength, so make that feeling your bedrock. One way to identify what feeling you’re pursuing is by figuring out what you’re not. A great brand is defined as much by what it is as by what it is not. So if you’re entering a certain market that is a certain way, identify that point of frustration and invert it. For instance, if your market is confusing, you could pursue ‘Relaxed’, or ‘Lucid’.
[Action: Ask me question: "If you’re entering a certain market/space that is a certain way, identify that point of frustration and invert it. What are they?"]
Embody that feeling from a previous step and make it into a list of persons, places, things or phrases (etc) that communicate viscerally. For instance: Relaxed = a picnic Exclusive = Studio 54 Cool = Paul Newman
[Action: List 50 of these and ask me “Do you want to add any other?”]
Identify a detail that represents the phrases from previous step in a non obvious but compelling way. Relaxed = a picnic = Sunny Nap™ Exclusive = Studio 54 = Velvet™ Cool = Paul Newman = Ben Quick™ (a character he played)
[Action: list 40 ideas list given the following criteria]
New insights gained from the process should help you get a better handle on the unique feeling or value your brand has to offer.