How Brands Are Built
48 episodes - Afar - Latest episode: 2 months ago - ★★★★★ - 51 ratingsOn How Brands Are Built, branding professionals get into the details of what they do and how they do it. Other podcasts about branding focus on news, opinion, and high-level theory. They can give you a 30,000-foot view of branding; How Brands Are Built is where the rubber meets the road. In each episode, Rob Meyerson, a San Francisco-based brand strategist, interviews other strategists, designers, writers, namers, and researchers to help you understand how brands are really built.
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Episodes
Rob Goodman uses content to drive business outcomes
March 06, 2024 23:38 - 46 minutes - 42.4 MBToday's guest is Rob Goodman. Rob specializes in content strategy and creative content production, with experience at companies like Google, Wix, and Webflow. He's delivered award-winning branded content, content strategies, and comprehensive content calendars for these companies and other clients, helping brands transform into publishers built for engaging today's audiences. Rob also hosts his own podcast, Making Ways, about the intersection of art and music. He interviews bands, like Mel...
Season four wrap-up: How brands (and branding professionals) can do good
June 07, 2021 15:00 - 39 minutes - 37.7 MBIt's the summer of 2021—one year since the murder of George Floyd. And if you’re wondering what that has to do with the season-four wrap-up of a podcast about branding, let me tell you: in early 2020 I had a plan for season four of How Brands Are Built. But in the wake of George Floyd’s murder and protests around the world, my plan changed a bit. 2020 was already a pretty awful year for most people, and it just seemed to be getting worse and worse. So I started thinking about whether there w...
Diego Segura goes through the doors that open
March 01, 2021 16:00 - 48 minutes - 67.2 MBDiego Segura is a design apprentice at Collins, an independent strategy and brand experience design company with offices in New York City and San Francisco. In this episode, Diego describes how he discovered graphic design, his decision to drop out of high school, and what it's like being an apprentice at a prestigious branding and design company. This is the second part of a two-part series; the episode begins with a continuation of my conversation with Brian Collins in part one. Brian sh...
Brian Collins changed someone’s life by redesigning a uniform
January 11, 2021 16:00 - 51 minutes - 70.4 MBBrian Collins is Chief Creative Officer of COLLINS, an independent strategy and brand experience design company with offices in New York City and San Francisco. Prior to founding COLLINS, he spent a decade as Chairman and Chief Creative Officer of the brand and innovation division of Ogilvy & Mather. Brian's also a teacher—a professor in the Graduate Program of the School of Visual Arts since 2001—and sits on the Board of The One Club. Among many accolades, Collins has been named as: A...
Alina Wheeler has a doppelgänger named Blake Deutsch
December 21, 2020 16:00 - 47 minutes - 65.4 MBToday’s guest is Alina Wheeler, best known as the author of Designing Brand Identity: An Essential Guide for the Whole Branding Team, now in its fifth edition. One of my favorite memories of this book is seeing it on a desk when I arrived to my first day on the job at Labbrand, where I worked in Shanghai. I already knew the book, but seeing it in use, so far from home—that's when I really understood how influential of a book it is. In fact, it's been translated into Chinese, Spanish, Arabic,...
Nirm Shanbhag sees brand architecture from the consumer's perspective
December 07, 2020 16:00 - 53 minutes - 73.8 MBNirm Shanbhag is the Chief Strategy Officer of Sid Lee USA, an international creative company. He’s also my old boss. Back in 2012, he was running the San Francisco office of Interbrand, and he hired me as Director of Verbal Identity. Before Interbrand, Nirm earned his MBA from London Business School and worked in advertising, at firms like Mullen and McCann. He also ran his own, independent agency, Notch Strategy, for about six years between his roles at Interbrand and Sid Lee. Nirm and I...
Emily Heyward builds brands that inspire obsession
November 23, 2020 16:00 - 40 minutes - 56 MBEmily Heyward is co-founder and and Chief Brand Officer at Red Antler, the leading brand company for startups and new ventures. Red Antler is the branding firm behind brands like Casper, Allbirds, Keeps, and Burrow. They also work with established brands like American Express, HBO, Google, and Gap. Emily was named among the Most Important Entrepreneurs of the Decade by Inc. Magazine, and has also been recognized as a Top Female Founder by Inc. and one of Entrepreneur's Most Powerful Women ...
Armin Vit has a little grid in his mind
November 09, 2020 16:00 - 57 minutes - 78.7 MBToday’s guest is Armin Vit, co-founder of UnderConsideration, a graphic design firm, and editor and writer for Brand New, the leading site for reviews of corporate and brand identity design work. Born and raised in Mexico City, Armin—along with his wife and partner, Bryony Gomez-Palacio—have created multiple other design blogs, co-authored books, and organized events like the annual Brand New Conference. I was excited to talk to Armin about design trends, blogging, and the pros and cons of b...
Sunny Bonnell reframes your vices as virtues
October 26, 2020 15:00 - 51 minutes - 119 MBOn the podcast today: Sunny Bonnell, co-founder of Motto, one of the leading branding agencies in the country, with clients like Google, Hershey's, and Twentieth Century Fox. Sunny and her co-founder, Ashleigh Hansberger, recently wrote their first book, Rare Breed: A Guide to Success for the Defiant, Dangerous, and Different. Sunny says the book started with a question: "What if you could take the parts of yourself that other people criticize—traits they call defiant, dangerous, and differe...
Dava Guthmiller makes the invisible visible
October 12, 2020 15:00 - 44 minutes - 61.3 MBIn this episode, I'm talking to Dava Guthmiller, founder and Chief Creative Officer at Noise 13, a brand strategy and design agency based in San Francisco. She's also cofounder of In/Visible Talks, and annual conference that celebrates the art of design and creativity, and In/Visible Project, which includes a collection of other events that bring people together over the process, inspiration, and challenges for design and creative professionals. Throughout the conversation, we touched on ...
Dr. Jason Chambers explains the origins of racist brands
September 28, 2020 13:00 - 51 minutes - 71.5 MBSeason four has arrived, and my first guest is Dr. Jason Chambers of the University of Illinois. The theme for this season will be a bit looser than past seasons, but I'm hoping to get perspectives on the social impact of brands and branding. In other words, are brands a good thing for society, overall? In light of what's happened in 2020-the pandemic, protests for racial justice, increasingly extreme weather as a result of climate change, and even the U.S. presidential election-this topic f...
Special episode: Rob on IG Live with Ilya of Studeo
July 27, 2020 13:30 - 58 minutes - 80.5 MBOn June 11, 2020, Rob (creator and host of How Brands Are Built) joined Ilya Lobanov of Studeo on Instagram Live for a chat about brand strategy and naming. Ilya is an Australia-based designer and strategist who teaches multiple branding classes (available on his site and Skillshare). Given Ilya's design background and Rob's naming experience, the conversation often covered similarities between design and naming. This special episode features the entire IG Live conversation (including live...
Special episode: Rob on the JUST Branding Podcast
July 13, 2020 14:00 - 57 minutes - 78.9 MBRob joins Jacob Cass of JUST Creative and Matt Davies on their new podcast, JUST Branding. We explored best practices for naming, positioning statements, and conducting discovery for brand strategy through the lenses of the company, client, and consumer. Rob shared actionable tips and real-world examples that will help you build a better brand.
Mini episode: David Aaker on game-changing subcategories
April 27, 2020 13:00 - 20 minutes - 27.7 MBToday's episode features a rare repeat guest: none other than David Aaker, Professor Emeritus at the Haas School of Business, UC Berkeley, Vice-Chair at Prophet, a global marketing and branding consultancy, and prolific author of books and articles about branding. Last time David was on the podcast, we talked about two of his books, Aaker on Branding, 20 Principles that Drive Success, and Creating Signature Stories. We also talked at length about his brand vision model. If you’re interest...
Mini episode: Brands reacting to COVID-19
April 15, 2020 13:00 - 20 minutes - 28.2 MBGenerally, I try to make the How Brands Are Built podcast evergreen. I want listeners to be able to go back any old episode and find that the conversation—whether it’s with a namer, a strategist, an author, or some other branding professional—is still relevant. But this episode is different. It’s April, 2020, and we’re in the midst of the COVID-19 pandemic. To say the least, it’s been disruptive. (And not in the cool, buzzwordy kind of way.) Early on in the crisis, I read news of Zoom maki...
Mini episode: Brad Flowers and The Naming Book
April 09, 2020 13:00 - 23 minutes - 32.1 MBFor the second mini episode of the podcast, I’m talking to Brad Flowers, founding partner of Bullhorn, a marketing company in Lexington, Kentucky. Brad is also the author of a new book entitled, The Naming Book: 5 steps to creating brand and product names that sell. Regular listeners know that naming is an area of focus for me, so when I heard about Brad’s book, I couldn’t want to read it and ask him a few questions. We started out talking about how there aren’t too many books about nami...
Mini episode: Career advice
March 09, 2020 13:00 - 13 minutes - 19.5 MBThis is the first of several "mini episodes" of How Brands Are Built. Hopefully, you saw this mentioned on social media or in the newsletter: between now and the next season (TBA), I'll release a few short episodes on a range of topics—no consistent through-line, just some interesting, snack-sized branding content. I reached out on Instagram, Twitter, LinkedIn, and Facebook asking for feedback on which mini episodes would be most interesting or useful. If you’re one of the many people who...
Season three wrap-up: How to build a brand experience
January 15, 2020 14:00 - 22 minutes - 21 MBSeason three of the podcast featured my most wide-ranging conversations yet. I talked to guests about topics such as naming, social influence, and fusing brand and culture. Like last season, I talked to a mix of popular authors and speakers, like Jeremy Miller and Denise Lee Yohn, as well as some people I've worked with closely at agencies like Interbrand, Siegel+Gale, and BrandingBusiness. Thank you to all my guests this season: Jeremy Miller, founder of Sticky Branding; author of Sticky B...
Denise Lee Yohn fuses brand, business, and culture
December 09, 2019 14:00 - 42 minutes - 58.9 MBMy final guest for season three of the podcast is Denise Lee Yohn, author of the bestseller, What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest. She's also an in-demand keynote speaker, and has appeared on CNBC, Fox Business, NPR, and in the Wall Street Journal discussing business and branding issues. Denise cut her teeth in lead strategy roles for the advertising agencies behind campaigns for Burger King and Land Rover, and has held client-side...
Myra El-Bayoumi doesn't mind blowing up the process
December 02, 2019 14:00 - 30 minutes - 27.5 MBMy guest on today's episode is Myra El-Bayoumi, Strategy Director at Character, a branding and design studio with offices in New York and San Francisco. Before Character, Myra held senior strategy positions at Landor, Siegel+Gale, and Interbrand (which is where I met her). Myra also holds an MBA from the University of Toronto Rotman School of Management. Given Myra's experience, I wanted to get her perspective on the similarities and differences in brand strategy approach, philosophy, and de...
Alan Brew sees corporate narrative as the evolution of positioning
November 18, 2019 14:00 - 25 minutes - 23.1 MBAlan Brew has been in branding since 1985. In this, episode he takes us back to that year to explain how he got into the industry and what he's seen change since then. Along the way, he's worked with clients like Chevron, Elsevier, Tech Data, Royal Bank of Canada, Delta Airlines, and Huawei, as well as a number of startups and small-to-medium businesses. Now a founding partner at BrandingBusiness in Southern California, Alan's career has also included roles at Landor, Addison, and Siegel+Gal...
Ana Andjelic helps brands design for social influence
November 11, 2019 14:00 - 35 minutes - 32.6 MBAna Andjelic is a strategy executive with wide-ranging experience on the agency and client sides. Recent roles include Chief Brand Officer at fashion retailer Rebecca Minkoff and SVP, Global Strategy Director at Havas LuxHub. Past agency experience includes time at Droga5, HUGE, The Barbarian Group, and Razorfish. Ana also has a PhD in sociology and has published dozens of articles about luxury and fashion branding, the experience economy, social influence, content strategy, and more. Her...
Dennis Hahn makes brand culture by Swarming
November 04, 2019 14:00 - 35 minutes - 32.2 MBDennis Hahn is Chief Strategy Officer at Liquid Agency, a brand experience, strategy, marketing, and design agency with offices in San Jose, Portland, and New York. Dennis is responsible for the methodologies Liquid uses to address the strategic challenges of clients like John Deere, HP, Microsoft, Motorola, Nasdaq, PayPal, and Walmart. During the episode, you'll hear us reference a 2013 video of Dennis talking about brand experience, in which he says, "To activate your brand, you really ...
Caren Williams plays creative brain games with clients
October 28, 2019 13:00 - 33 minutes - 30.4 MBCaren Williams and I met in 2012 at Interbrand San Francisco, where she was a Director of Strategy. Caren's since become an independent brand consultant, working with brands like Google, Sunrun, and Sandbox VR. One reason I wanted to talk to Caren is because of her diversity of experience, which includes an MBA from University of Texas, managing brands at consumer packaged goods (CPG) firms like Proctor & Gamble and Nestle, strategy and innovation consulting at a firm called Jump Associates,...
Fabian Geyrhalter builds a brand platform in one very long day
October 21, 2019 13:00 - 34 minutes - 31.7 MBFabian Geyrhalter is the principal and founder of FINIEN, a Los Angeles-based branding agency. Fabian's also a prolific writer; you can find articles he's authored in Forbes, Inc., The Washington Post, Entrepreneur, and Mashable. He's also written two books: How to Launch a Brand, and his latest, Bigger Than This: How to Turn Any Venture Into an Admired Brand. Fabian and I talked about his books, his agency, and the approach he uses with some clients to build out an entire brand platform f...
Ken Pasternak plots impact versus effort
October 14, 2019 12:00 - 32 minutes - 30.2 MBToday's guest is Ken Pasternak, President of Two by Four, a full service advertising agency based in Chicago. On the episode, however, you'll hear me introduce Ken as President and COO of Marshall Strategy, a San Francisco-based brand identity and strategy firm he cofounded in 2002. A few months ago, Two by Four acquired Marshall Strategy, so Ken's role changed a bit. We recorded this conversation a little before that happened. Ken leads major positioning, identity, naming, and brand arch...
Jeremy Miller helps you unlock your team's creative genius
October 07, 2019 13:00 - 33 minutes - 31.5 MBToday's guest is Jeremy Miller, author of the bestselling book, Sticky Branding, and founder of a strategic branding and business development consultancy with the same name: Sticky Branding. One thing that makes Jeremy different from most strategists I've talked to is the way he got into this business: He was working for his family's company, a Toronto-based recruiting firm, when the business started to fail. He diagnosed the problem, recognized the need for a rebrand, and-long story shor...
Season two wrap-up: Five themes for brand positioning
January 22, 2019 14:30 - 37 minutes - 34.7 MBThis past season, I had a great time reconnecting with old peers like Miriam Stone, Tim Riches, and Erminio Putignano, as well as getting to talk to some other branding experts I'd previously only known through their writing and speaking engagements: Allen Adamson Gareth Kay Adam Morgan Laura Ries Marty Neumeier David Aaker To all my guests, thank you for joining me on the podcast and sharing your expertise. On today's episode-the last of season two-I share five themes I noticed ...
David Aaker got religion on the power of stories
December 10, 2018 13:00 - 34 minutes - 31.9 MBHe's been called "The Father of Modern Branding." If you've ever read anything about branding or brand strategy, my guest today requires no introduction. I'm talking to David Aaker, author of over a dozen books and hundreds of articles about marketing and branding, Professor Emeritus at the Haas School of Business, UC Berkeley, and Vice-Chair at Prophet, a global marketing and branding consultancy. Given this season is about positioning and brand platforms, I couldn't pass up the opportunity...
Tim Riches builds bridges held up by brand pillars
December 03, 2018 13:00 - 30 minutes - 27.5 MBToday's guest is Tim Riches, Group Strategy Director at Principals in Melbourne. I met Tim in Singapore, at FutureBrand. When I joined FutureBrand's strategy team in 2011, Tim was running the Singapore office and serving as Chief Growth Officer for all of Asia Pacific. He left shortly after I arrived, but in the few months we overlapped, Tim made a big impression on me. He's a fast-talking, no bullshit, powerhouse thinker who often seems to be offering solutions before anyone else in the roo...
Miriam Stone uses the sticky note method
November 26, 2018 13:00 - 29 minutes - 27 MBThis week's guest is Miriam Stone, an independent strategist who works with agencies around the Bay Area, including lifestyle branding agency Noise 13, where she's Strategy Director. In addition to her brand consulting work, Miriam's helped create and develop brands from inside the organization, as a Co-Founder of Swing Left, a national political movement, and previously as VP of Business Development for VisionSpring. Miriam and I first met at Interbrand San Francisco in 2012. Since then, we...
Allen Adamson thinks Jerry Seinfeld would be a great brand manager
November 19, 2018 13:00 - 25 minutes - 23.5 MBThis week's guest is Allen Adamson, Co-founder and Managing Partner of Metaforce, a boutique, hybrid marketing services firm focused on growth strategies. Allen was previously Chairman, North America of Landor Associates, and has written four books: BrandSimple: How the Best Brands Keep it Simple and Succeed BrandDigital: Simple Ways Top Brands Succeed in the Digital World The Edge: 50 Tips from Brands that Lead Shift Ahead: How the Best Companies Stay Relevant in a Fast-Changing Worl...
Erminio Putignano connects big ideas and tiny details
November 13, 2018 13:00 - 27 minutes - 25.6 MBErminio Putignano is founding partner and managing director of PUSH, a brand strategy and design firm based in Melbourne, Australia. He's also an adjunct professor at the School of Economics, Finance, and Marketing at RMIT University. When I met Erminio, we were both working for FutureBrand, where he was managing director of Australian operations and I was strategy director for Southeast Asia. We met in Vietnam, where Erminio was giving a series of presentations to a client. I was immediatel...
Adam Morgan asks clients what they hate most about their category
November 05, 2018 13:00 - 34 minutes - 32 MBWhen Adam Morgan wrote Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders in 1999, he introduced a new term to the marketing, advertising, and branding worlds: "challenger brand." Avis, with their "When you're only No. 2, you try harder" campaign from the 60s, is the most commonly cited example of this concept. But Adam, also the founder of a brand consultancy named eatbigfish, is quick to point out challenger brands need not be No. 2 in their category. Instead, he ...
Gareth Kay believes brands should show, not just tell
October 29, 2018 12:00 - 32 minutes - 44.9 MBGareth Kay believes brands should show, not just tell Gareth Kay is cofounder of Chapter, a San Francisco-based creative studio. Before Chapter, he was Chief Strategy Officer at Goodby Silverstein & Partners, the advertising agency known for work such as 1993's iconic "Got Milk?" campaign for the California Milk Processors Board. I was excited to talk to Gareth because, while he's a strategist, he doesn't come from the world of traditional brand consulting that I come from (and so many of my...
Laura Ries has six brand positioning principles
October 22, 2018 12:00 - 35 minutes - 50 MBThe concept of brand positioning was introduced to the marketing and advertising world in the 70s and 80s by Al Ries and Jack Trout in a series of Ad Age articles and a subsequent book titled Positioning: The Battle for Your Mind. (If you haven't read it, Positioning is definitely recommended reading for anyone in the branding world.) Today's episode features Laura Ries. Laura is Al Ries's daughter, and has been his business partner for 25 years at their consulting firm, Ries & Ries, whe...
Marty Neumeier wrote a business thriller
October 15, 2018 12:00 - 31 minutes - 43.4 MBWithin the branding community, Marty Neumeier needs no introduction. But just for good measure, here’s a quick rundown: - Director of Transformation for the Liquid Agency - Author of The Brand Gap, hailed as one of the best 100 Business Books of All Time - Also wrote Zag: The Number One Strategy of High-Performance Brands, and Brand A-Z Marty and I kicked things off talking about his latest book Scramble: A Business Thriller, which launches today on Amazon. What makes Scramble di...
Wrapping up season one: Tips for the naming process
July 02, 2018 16:30 - 19 minutes - 26.6 MBToday’s episode marks the end of season one, but certainly not the end of this podcast. Plans for season two are already underway, and I’m very excited about some of the guests who’ve already signed on. But I won’t be ready to release those episodes for a little while, so…to make sure you’re the first to know when they’re available, please make sure you’ve signed up for the newsletter at HowBrandsAreBuilt.com. And between now and season two, we’ll still be posting new articles and informatio...
Eli Altman started freelance naming at age sixteen
June 25, 2018 12:34 - 26 minutes - 24.7 MBEli Altman runs A Hundred Monkeys, a naming and branding agency in Berkeley, California. A Hundred Monkeys was founded by Eli's dad, Danny Altman, in 1990. Eli grew up helping his dad come up with name ideas, and the second he was old enough to sound like an adult on the phone, he was taking on freelance naming projects. In addition to running A Hundred Monkeys, Eli wrote the Amazon bestselling naming workbook, Don’t Call it That. He has a new book coming out soon called Run Studio Run, all ...
Scott Milano does sprints in the morning
June 18, 2018 14:28 - 23 minutes - 21.7 MBScott Milano is Founder and Managing Director of Tanj, a boutique brand language firm specializing in names, taglines, stories, messaging and voice strategies, and copy. Scott has over 15 years of experience in verbal identity and has worked on names like Scott's worked on some big brand names, like Nintendo Wii, Ally Bank, Sony Bravia, and Film Struck, among many others. Scott and I talked about the naming guides Tanj makes available online, the naming process, tools he uses (like stock p...
Laurel Sutton could talk about linguistics all day
June 11, 2018 13:38 - 28 minutes - 26 MBLaurel Sutton is a co-founder of Catchword, a Bay Area naming firm behind names like Asana, Vudu, and many of the activity trackers from Fitbit, like Zip, One, Flex, and Force. She is also the Information Officer for the American Name Society; but Laurel's not only a naming expert. She's also a trained linguist, with a Master's Degree in linguistics from UC Berkeley. Laurel's expertise in naming and linguistics make her perfectly suited for her current role: She now runs Sutton Strategy, w...
Jonathan Bell starts with coffee and a sheet of paper
June 04, 2018 13:07 - 22 minutes - 20.3 MBJonathan Bell is Managing Director of Want Branding, a brand consultancy with offices in Miami, Denver, and New York, and clients like Bose, Royal Caribbean, and Call of Duty. Jonathan has about 30 years of experience in the branding industry, during which he's completed over 800 projects and worked with over a third of the companies in the Fortune 100—companies like Google, Apple, Coca-Cola, Mercedes-Benz, and Disney. He's also a visiting professor at Wharton and a frequent conference speak...
Amanda Peterson considers CamelCase a crime
May 29, 2018 13:02 - 26 minutes - 24.4 MBOn this episode, I spoke with Amanda Peterson, formerly the Head of Naming and Leader of Brand Management at Google. While there, she helped establish Alphabet, Google's parent company, as well as sister companies like Waymo, Alphabet's self-driving car company. Before Google, Amanda headed up naming at HP—before I held that role—and also worked at Logitech and Landor. She recently left Silicon Valley and is now Head of Marketing and Communications at the Milwaukee Art Museum. Amanda and I...
Steven Price says "go," "maybe," and "maybe not"
May 21, 2018 13:03 - 17 minutes - 16.2 MBSteven Price runs Tessera Trademark Screening, which specializes in preliminary trademark screening, a critical step in any naming process. Steve is the go-to guy for preliminary trademark screening. He does it for just about every independent naming consultant I can think of, many of the big brand consulting firms, and directly for clients of his own. Through the years, he's worked with Microsoft, Intel, Coca-Cola, Procter & Gamble, and others, and brand names like BlackBerry, Dasani, Penti...
Clive Chafer has a wonderful thesaurus
May 14, 2018 15:00 - 29 minutes - 26.8 MBListen now: Clive Chafer has been a namer for almost as long as naming has been a profession. In 1987, he started at the firm now known as Lexicon, where he helped develop a few names you definitely know, like PowerBook for Apple and Outback for Subaru. He went on to eventually become creative director at Master-McNeil in Berkeley, California, and he now runs his own firm: Namebrand. Clive also does freelance naming work. Clive and I dove right into a conversation about his process for n...
Shannon DeJong is a hummingbird and a drill
May 14, 2018 14:00 - 29 minutes - 26.9 MBListen now: Shannon DeJong is the CEO of House of Who, an art house and agency based in Oakland, California, whose clients include Google, among others. Outside of her naming expertise, Shannon is an artist, speaker, and podcast host: she hosts ArtistCEO, where she uses her story to talk about how business and art can work together. Shannon's also worked at Salt, an independent branding agency in San Francisco. She's worked at Logitech, and also HP, where she was global naming manager. ...
Anthony Shore's naming partner is a neural network
May 14, 2018 13:00 - 25 minutes - 23 MBListen now: Anthony Shore is one of the most experienced namers out there. He has over 25 years of experience in naming and has introduced more than 200 product and company names to the world. Some of the names he’s created include Lytro, Yum! Brands, Fitbit Ionic, Qualcomm Snapdragon, and Photoshop Lightroom. In 2015, he was featured in a New York Times Magazine article titled “The Weird Science of Naming New Products,” which tells the story of Jaunt, a VR company he named. And a BBC News...
This is_ How Brands Are Built
March 06, 2018 00:05 - 1 minute - 2.1 MBHow Brands Are Built is a blog and podcast where branding professionals get into the details of what they do—and more importantly, how they do it. I'm your host, Rob Meyerson. In each episode, I'll interview other strategists, designers, writers, researchers—anyone who’s part of the world of branding. In this first season, I’ll mostly be talking to namers. I’ve been lucky enough to meet and work with some of the best out there, and I’m excited to hear what they have to say about the creati...