Naming Brand Strategy Clients Company News LabNotes Contact



Brands are organic.

They grow and change. The size and shape of your brand's footprint is constantly altered by your input, the messages of competing brands, and the ever-changing world we inhabit.

Constant change makes it necessary to actively define, manage, and communicate your brand. Fixing a brand in one place can kill it.

In advertising, brands differentiate themselves with adjectives (better, faster, smarter).

But adjectives are claims — not attributes of the thing itself.

The brand name of a product is an attribute of the thing itself. It is a noun (what it is)


rather than an adjective (why it's better, faster, smarter).

NameLab's strategic branding consultancy helps manage brand footprint by communicating brands as nouns against a changing background of adjectival claims.

To learn more about the NameLab Strategic Branding Consultancy, contact us at

  © 2015 NameLab, Inc. All rights reserved.   415-517-0803  
  Naming / Strategic Branding / Clients / Company / News / LabNotes / Contact