(Feature image credit here)
We create brand names, and we can say it’s not easy. An art even. So, for inspiration, let’s look at a wordsmith’s take on it:
Jack Kerouac drew up a “List of 30 Beliefs and Techniques for ‘Prose and Life,” which was allegedly tacked on the wall of Allen Ginsberg’s hotel room in North Beach a year before his iconic poem ‘Howl’ was written. (Source: Brainpicker Maria Popova.)
Kerouac’s list is inspiring not just for writers, also brand name development.
Each item in Kerouac’s original list, below, is in italics, and each is followed by our own comments relating it to the creativity of the name generation process.
1. Scribbled secret notebooks, and wild typewritten pages, for yr own joy
Make a note of your ideas. Old school. Pen paper. Scrap books, post-its, pads etc; it’s how art students do it. They always lead to something.
2. Submissive to everything, open, listening
Keep your eyes and ears open. On the street, the road, the media you’re listening and watching. Be present when you have a brief.
3. Try never get drunk outside yr own house
Sensible advice whatever the artists and musos said in the past. But jot the ideas down. Along with your dreams.
4. Be in love with yr life
Why not. YOLO as younger people point out.
5. Something that you feel will find its own form
The ‘feel’ thing. Comes down to trusting yourself.
6. Be crazy dumbsaint of the mind
This is the sanity/insanity clause. The thin line between the two. Sometimes crazy is interesting.
7. Blow as deep as you want to blow
It’s a bebop jazz thing. Let it go all the way. Unforced.
8. Write what you want bottomless from bottom of the mind
As above. Take your inspiration from wherever. Songs, poetry, literature, art, philosophy, are all rich pastures.
9. The unspeakable visions of the individual
Shame, regret and other strong emotions are all fair game. Might lead somewhere.
10. No time for poetry but exactly what is.
As he says, but good names can have their own one second poetic aura about them.
(Jack Kerouac by Tom Palumbo circa 1956)
11. Visionary tics shivering in the chest
It’s the physicality. Some people feel the energy and the inspiration and know it’s right.
12. In tranced fixation dreaming upon object before you.
Concentrate on the job.
13. Remove literary, grammatical and syntactical inhibition
Another freedom plea. The grammar can come later unless the accents and umlauts are a core communication element.
Image credit here
14. Like Proust be an old teahead of time. Step out of the linear flow of time
Use your past, your memories. He means something else with ‘teahead’. Stick to Earl Grey. And a Proustian biscuit.
15. Telling the true story of the world in interior monolog
Some call it worrying. Others call it an interior monologue. As long as it doesn’t bite you
16. The jewel centre of interest is the eye within the eye
Beauty and truth can be found, but you have dig deep sometimes within yourself.
17. Write in recollection and amazement for yourself
As above. The Self
18. Work from pithy middle eye out, swimming in language sea
As above, but less appealing if you don’t like swimming.
19. Accept loss forever
A fact of creative life. You have to have the bad n’ mad ones though. And your favourites might fail at the first management presentation.
20.Believe in the holy contour of life
Sounds suspiciously spiritual, but whatever gets you through the night.
21. Struggle to sketch the flow that already exists intact in mind
Channel your own nature and bring the good stuff at the back to the forefront.
22. Don't think of words when you stop but to see picture better
Channel your own nature and bring the good stuff at the back to the forefront.
23. Keep track of every day the date emblazoned in yr morning
Another freedom/nature cry.
24. No fear or shame in the dignity of yr experience, language & knowledge
Everyone’s life experience and skills matter.
25. Write for the world to read and see yr exact pictures of it
Aim for clarity and easy understanding. It must meet the brief.
26. Bookmovie is the movie in words, the visual American form
The visual story within the name.
27. In praise of Character in the Bleak inhuman Loneliness
Character, emotion and empathy differentiates.
28. Composing wild, undisciplined, pure, coming in from under, crazier the better
The usual Kerouac. He liked Charlie Parker’s solos – wild and seemingly freeform. They weren’t. They were also logical and disciplined.
29. You’re a Genius all the time
Probably not. You can try though.
30. Writer-Director of Earthly movies Sponsored & Angeled in Heaven.
One for your mother and your dreams.
Why is a good brand name so important?
The answer is simple: a company or product name is the first and most elemental point of definition and audience contact with your luxury brand.
In most respects, the name IS the brand, and sets the tone for everything your brand is about. In short, everything you do or ever will do begins with your brand name. That’s why it’s vital to get the name right.
Most companies that settle for a mediocre name do so because they fail to understand that a brand name is the single most important element of brand strategy.
When you have great brand name, people will remember it, talk about it, and have an emotional connection to your brand. The name becomes a natural and authentic extension of your brand, and demonstrates to the world the values of your brand positioning.
We are not naming your company or product. We are naming the positioning of your company and product, the unique tone, personality, ideas and story you want your brand to express to the world. All great names support the positioning of the business or product they speak for
Where do you go for brand name creation?
Here.
London based Anew are a specialist brand naming agency. Developing new luxury brand names is part of our expertise.
We help companies increase brand profitability through sharper insights, distinctive propositions, creative ideas and faultless execution. We are particularly adept at working directly with luxury brands, business owners, start-ups and entrepreneurs who are committed to sustainability, outstanding quality and craft.
We'd be delighted to meet for a coffee, either face-to-face or virtually, to discuss any new projects you might be considering.
You name it.
Get in touch here.
