8 9 10 11 12 Displaying 71-77 of 81 Articles

I'm often approached by small businesses or organizations that can't afford professional name-development fees. And, frankly, a comprehensive name-development process, from creative brief through extensive legal review, may be more than they need. Entrepreneurs, mom-and-pop stores, and small nonprofit organizations often already have some name ideas. They just need some way to confirm that their hunches are on target.  Continue reading...
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A Visual Thesaurus subscriber's comment to an earlier column of hers inspired Nancy to write this piece. Thanks to both! -- Editor

I've shamelessly borrowed my title from David Ogilvy, who used it as a chapter title in his best-selling 1963 book, Confessions of an Advertising Man. Ogilvy founded one of the world's most successful ad agencies; his clients included Rolls-Royce, Shell Oil, and Sears. Many of his do's and don'ts are timeless: Select the right agency in the first place. Brief your agency very thoroughly indeed. Don't underspend. Tolerate genius.

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When we talk about writing style, we mean one of two things: a set of rules and conventions regarding words and punctuation (sometimes known as the "house style" of a given publication); or a distinctive, identifiable way of assembling words and punctuation (sometimes known as "tone" or "voice"). The first kind of style is all about standards: it's why newspaper writers spell out all numerals under ten and why New Yorker editors -- alone of all their tribe -- spell vendor as vender. The second kind of style is about deviations from the standard. It's what makes us recognize a passage of prose as indisputably Ernest Hemingway's or Joan Didion's or David Foster Wallace's or Maureen Dowd's.  Continue reading...
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Say you're a journalist or a copywriter. Or you write novels or screenplays. Or you're an expert in your field who's working on a book. You've got deadlines to meet and bills to pay. So why would you add to your to-do list a blog -- an online journal no one pays you to write? For some very good reasons.  Continue reading...
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So you have a new product, service or company that's a winner. Now what do you call it? How can you come up with a name as memorable as Amazon, Google, or BlackBerry? Professional namers like me help clients create names that tell strong, credible stories... But if you'd like to try your own hand at naming -- or just understand how this mysterious world works -- here are some tips to help you think like a professional name developer.

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You already know that stories are the foundation of comic books, novels, biographies, and screenplays. Here's what may not seem so obvious: the principles of storytelling are equally as important in successful business communications.

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Naming can seem mysterious because it's ridden with myths. And when a name-seeker approaches the naming process armed with myth rather than truth, the myth inevitably gets in the way. So let's take a few minutes to examine ten common myths about name development.

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8 9 10 11 12 Displaying 71-77 of 81 Articles