At our Friday afternoon staff lunch (this week, Greek!), we were struck by how much of our work this past week has been about naming. We are naming a new downtown development. We are beginning the branding process for a client’s new business and the rebranding process of a nonprofit organization. We are naming a signature cocktail for a fundraising event and coming up with the title for summer-long promotions.
This week’s name-centric client work reminded us of how important names are: to us, to our clients and to their identities. A name shapes perspective, elicits emotional response and creates an identity. What’s in a name? To us, it’s good thinking.
According to the well-cited writer Anonymous: “Words have meaning and names have power.”