Why Pragmatic Naming?

Are you educated but did not major in marketing and linguistics at college? Are you driven more by engineering, science, finance, law or business? Then, if you are not a dummy, you may be a propeller head when it comes to naming a company, product or service. But that means you seek out pragmatic marketing techniques - practical, tactical processes that have been proven already.

You know the solution is out there. It is just that you wish your head would stop spinning and settle down on a final name. That your lawyers will sign off on. That will have the right tone and image. Even when you haven't even got a methodology to drive a management solution.

Here is the complete answer to stop your head spinning and get your management team aligned for naming results - fast!

Why Brighter Names
and not Brightest Names?

• Because you need to get a job done.
• Because there a lot of good names already.
• Because the world changes daily.
• Because you have to get beyond naming and on with the rest of the job.
• A Brighter Name will keep you out of trademark legal problems and get your marketing image right - in a short timeframe, for little money.

Run Naming Projects like a Pro!

Brighter Names will give you all the steps and the complete methodology professional naming agencies use to bring a whole management team into agreement on a new company, product or service name.

Ideal for the in-house corporate project when you think you have enough talent - with all the forms and worksheets and checks. To get results. To do the searches. To clear trademark checks. To keep the boss in the loop.

Save thousands in legal fees by doing your owns searches right. Understand all the issues in plain English so you know when and how to work with trademark counsel.

Have fun finding the perfect, legal, moniker.

Ideal for the small business who can't afford, and has never seen, a formal creative process to develop a suitable and available name.

Find the perfect name for your company, product or service

Stop pulling out your hair. Good name generation and selection is complicated. Here is the guide you need.

Save many, many hours of wasted management time by following a proven process that brings consensus to the team.

Discover how to involve a complete naming team.

Save thousands in legal fees by doing your own name searches right.

See many name successes and name errors. Avoid the major blunders and costly downstream problems.

Learn how to register and launch your name right.

Find direct links to all the agencies you need to search - and tips and tricks for many more.

Become your own project manager. Even if you have never run a creative project before.

Use the included forms and worksheets to show management your professional skill in gaining convergence.

All the secrets most Pros don't want to share - because now you can do it yourself!

Proven process that has been used by top naming professionals in numerous real naming projects in high tech, finance, fashion, healthcare, food, retail, medical, sports, equipment, telecom and industrial fields.

And also:

Why focus groups seldom work. Why internal naming competitions are only half the story.

Have you tried and tried to come up with that one bright idea? Of course you have. That is why our little idea bear logo shows up in this book.

But look closer at the sweat flying off his head. You need lots of ideas. This book will show you how different name styles are generated in the world, and how to get a long list of potential names for your specific case.

Executive Naming Facilitation

How much experience do most management teams have naming? Normally it is a subject that only comes up every four or five years. But it really affects them emotionally. They are quick to delegate many other marketing functions. They know how to make decisions about strategy and positioning. But they don't even know how to make decisions about naming. Yet the big boss gets the first business card. He is the figure head for the company and its chief spokesperson. So he had better be comfortable with the name, its values, its roots and pronunciation.

Professional naming consultants do a lot more than create names. They facilitate executive consensus building. They keep the project on track. They do the legal checking. And they manage the calendar. Now you can too, with this book of secrets from one of the top pros. It is not from an agency that mails in names and says do you like them. Athol Foden runs Brighter Naming, was the cofounder of NameTrade, and has been featured in the press himself. He is prepared to help clients anywhere come up with a name for a fixed price, guaranteed results. Why? Because he has this process. And of he wasn't so busy doing other writing, teaching and brand consulting, he would never share it with anybody.

From the Author:

"Once you have your candidate names, if you think that the magic name will just jump off the page you are sadly mistaken. You need to know how to process those lists. When I do professional naming projects for clients, we often create a brand new list of over 1,000 names for that specific project. And then we may have to go back for more or look in our big database too. You can see some of the names that resulted from a similar process by visiting my professional name consulting service at www.BrighterNaming.com."

You need the forms. You need the charts. You need the process. Not at your bedside. But in your own computer. And in the boardroom.

So actually, this is not just a book. It is a set of computer templates too - so you can run a project team or simply use it to organize yourself. And thus the eBook format is perfect. Download now and use the forms five minutes later.

No more scraps of paper. No more endless discussions about name lists that never converge - on names that probably aren't legally available anyway.

Complete author bio and index, with immediate download available right now, at www.FodenPress.com.

FREE Supplement

Professional Creative Name Generation Tricks

Are you still stuck on the same few basic words? Have you run out of combinations that work that are free? What about all those coined words like StarBucks, Intel, Cisco, Verizon, Cingular, T-Mobile, Oreos, Camry, Prius and Cheerios? How can you come up with a name like this that is not too abstract, but unique enough to be available.

Finally a professional is brave enough to share these secrets with the world, so anyone can make an interesting word up, without it being gobbledygook or just too abstract to understand.

About the Author:

Athol Foden is a former international sales and marketing executive, who started his career in high tech as a computer science propeller head. But he has always been fascinated by names and the images, tones and messages they implicitly convey. After running into naming problems while a marketing manager at Sony, he found a partner to help create his first naming agency. It worked so well, he sold out and took off into consumer marketing and business startups for a while, but soon discovered what he really was best at was simply naming. So Brighter Naming was founded in March 2002, and Athol has been leading the charge there ever since.

Unlike other agencies, this time Athol also catered to small and medium sized businesses, by refining the naming process to suit everyone. In doing so, he has also been able to speed up the full process for large companies with big international trademark clearance needs. Whatever your size, you will get personal, professional help and trademark clearance, not just a set of names emailed for you to pick one. It is this passion for the name game that drove Athol to write this book - to share the joy and knowledge and systems proven in the field by top naming gurus and consultants.