Archive | How to name things

Naming companies, products and services is hard. Really hard! These articles will help you with first-hand experience and valuable lessons from the real world.

Bin man or Environmental Maintenance Officer?

You do what? Job title inflation up 27%

I have written about inflationary job titles and inflationary language before but it just gets worse and worse. And perhaps I’m sitting in a glass house throwing stones because I call myself CEO and Writer-in-chief but now the BBC has given us a delightful list of ridiculous titles, including: Director of first impressions (= Receptionist) Environmental […]

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Scientifically proven marketing

A well placed scientific fact or useful statistic can make a huge difference to the credibility of your marketing. My pet hate is bad science in writing – especially marketing that masquerades as science. One of the worst offenders are the moisturising creams that fall under the broad heading of ‘cosmeceuticals’. Cosmeceutical is a marketing […]

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What’s in a name? Is it whiskey or whisky?

My other blog,, is a free online magazine and airport guide for pilots. I worked long and hard to come up with the name. It replaced earlier sites of mine, including (which sort of worked but I didn’t have the .com domain name) and (which was supposed to be a magazine but […]

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Trademark guidelines make for unclear copy

In many big companies, intellectual property protection – trademarks and registered marks – drive product naming. I’ve worked on several projects in November that suffered from overwrought names.  Some examples (not necessarily from my work): Intel® Centrino® Pro™ processor technology The 2007 Microsoft Office system Adobe® Acrobat® 8 Professional software The problem is that there […]

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