How you name your products defines how you communicate about the core deliverables of your business. A well thought-out system for naming is a natural part of developing and managing a brand.

Jonathan PaisnerNovember 30, 2023naming, product naming, nomenclature, B2B branding, brand architecture, brand strategy

Building a platform via M&A? You can’t afford to ignore branding.

Jonathan PaisnerMay 14, 2018M&A, Acquisition branding, B2B branding, brand integration, M&A strategy

From VAR to IT Solutions Provider: A Brand Journey in B2B IT

Jonathan PaisnerFebruary 12, 2018B2B branding, portfolio architecture

Don't Name That! Whatever You Do, Please Don't Name That!

Don't Name That! Whatever You Do, Please Don't Name That! Companies name too many things. Customers are confused. Sales teams are confused. Product names intended to create clarity and deepen connections end up doing exactly the opposite.