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12


Spring 2019


FEATURE


NAME GAME Has Changed


The Phillip Davis President and Founder www.TungstenBranding.com


Devon Thomas Treadwell Founding Partner


evon ThomasTreadwell www.pollywoginc.com


n


m Alexandra Watkins exandra a Watkins


Founder and Chief Innovation Officer https://eatmywords.com


ost marketers go through a naming exercise just a few times in their careers, if that. And unlike the


experts interviewed for this article, the typical brand and average marketing team lack the experience and processes to uncover great, sustainable names. But there’s a bigger problem with naming


new companies and products today: there just aren’t many great names left! Every year, six million companies and more than 100,000 products are launched, according to Alexandra Watkins, professional namer and founder of naming firm Eat My Words. That’s a lot of demand at a time when naming is more difficult than ever before.


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