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The Name of the Beast : The Process and Perils of Naming Brands, Products and Companies - Neil Taylor

The Name of the Beast

The Process and Perils of Naming Brands, Products and Companies

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How to choose the right name for your company, product, or brand that will make it stand out in the crowd?

Adopting the right name for your business, product, or brand can be the difference between success and failure amongst today's fickle consumers. This book is the first of its kind, and is written by one of the world's leading experts in corporate naming.

It has the potential to become the definitive manual on naming in business. It offers a wide feature and review coverage expected in management, marketing, branding and communications media.

Giving a name to your company, or a new product or service, or to your brand should be easy. After all, how difficult is it to think up a word or two for something you are so close to? Often, what should be one of the most fun parts of your business ends up causing internal conflict, legal to-ing and fro-ing, and not to mention the occasional bout of media hysteria. Naming expert Neil Taylor presents a practical but inspiring plan to help find the right name for your company, product, or brand.

The plan is based on three considerations. Firstly, there's the strategy: how do you find a name that feels right? How do you make sure it stands out from the crowd? Secondly, there's the practicalities, which are often overlooked. Plenty of naming disasters are down to people being naive about the legal or linguistic implications of a name. And finally, there are people.

Discussions about names are often subjective. Therefore, how do you convince people internally that a name is right, and then how do you convince the outside world? Taylor also looks at trends in naming and the lessons that should be taken on board today.

About the Author

Neil Taylor is creative director at The Writer, a brands and communications consultancy. He was previously a senior naming consultant at Interbrand, the world's largest brands consultancy.

Introduction: You're a what?p. 3
Who cares?p. 9
Diff'rent strokesp. 19
Dedicated followers of fashionp. 35
The Fearp. 47
You'll never walk alonep. 55
Into the playpenp. 65
Let the show beginp. 93
The language barrierp. 109
The long arm of the lawp. 123
The two-way mirrorp. 141
One of the crowdp. 147
Put up or shut upp. 157
The secret rules of namingp. 173
About the authorp. 181
Table of Contents provided by Ingram. All Rights Reserved.
Neil Taylor

Neil Taylor is an expert on brands, and how they use language. He's creative director of The Writer (www.thewriter.co.uk), and has been described as "the David Beckham of naming" (when that was still good). He's helped clients name everything from supermarkets to TV technology to toilet roll. He was previously a senior naming consultant at global brand consultancy Interbrand.

Most days, he spends his time training people to become better writers at work (when he's not writing the menus for Greek restaurant chains). He works with people like the BBC, Unilever, PricewaterhouseCoopers, Sotheby's and 3.

He's also written Search Me: The surprising success of Google, co-edited From Here to Here: Stories inspired by London's Circle Line, and is a contributor to Common Ground: Around Britain in 30 writers and 26 Letters: Illuminating the alphabet, also published by Cyan. And he's on the board of business writers' group 26.

Visit Neil Taylor's Booktopia Author Page

ISBN: 9781904879701
ISBN-10: 1904879705
Audience: General
Format: Paperback with Flaps on Inside & Back Covers
Language: English
Number Of Pages: 179
Published: 19th June 2007
Country of Publication: GB
Dimensions (cm): 23.3 x 15.9  x 1.9
Weight (kg): 0.316
Edition Number: 1