You don't have a brand—whether it's for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won't find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You'll learn:     What makes a good (and bad) name - The step-by-step process professional namers use - How to generate hundreds of name ideas - The secrets of whittling the list down to a finalist   The most complete and detailed book about naming your brand , Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths. Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming . "A 162-page guide to just about everything a namer needs to know to get started and build a practice." —Nancy Friedman, Fritinancy "Brand naming expert Rob Meyerson shares a process that balances creativity with discipline." —Andrew Everett, The Key Point "If he wrote this book to get new clients, I'm not sure he succeeded because we're all going to be much better brand namers now. ... Meyerson does a masterful job of sharing his knowledge, personal stories, trends, and brand name origin stories in a way that informs and educates..." —Ivana Taylor, Small Business Trends Rob Meyerson is a brand strategist and namer whose past clients range from startups to the Fortune 500. He has done naming work at global branding firms and smaller agencies, as head of naming at HP, and as an independent consultant, for projects in the U.S., China, Southeast Asia, and Europe. Rob has written about branding and naming for Entrepreneur, Business Insider, The Guardian, TechCrunch , and other leading publications. He also hosts the podcast How Brands Are Built .