Blog
Invented words, brand naming, and the linguistics behind nonsense
Branding
The Brands That Invented Their Own Words
Kodak was engineered from scratch. Häagen-Dazs is a fiction from the Bronx. Skype was an accident of domain availability. What the best invented brand names actually have in common.
Naming
Why Your Company Name Should Mean Nothing
Descriptive names feel safe. They're not. The case for invented words — and how to stress-test one before you commit.
Domains
The .com Problem — Why Every Good Domain Is Gone and What Actually Works
360 million domains are registered and most do nothing. Why .com still matters, why the usual workarounds hurt brands long-term, and the one approach that actually solves it.