I’m the naming director. My team gets involved if a client is considering a company name change or has a new product or product line in the works. We also work with the Brand Federation strategists to develop naming systems that support the brand architecture.
I’m fortunate that my work usually spans a month or two – rarely longer. That lets me work on many different projects in many different fields. That has a functional benefit in that my team is consistently aware of (and hopefully part of shaping) naming changes, trends and challenges across industries.
I think my “always on” mode may be the closest thing to a superpower I’ve got. I really never stop thinking about names and language. I see the world through this lens. I’m sure I overthink and overanalyze how people write and speak, how they react to new names vs. existing names. I follow patterns in written and spoken language – in entertainment, journalism, social media, and in “real life.” So, I really don’t think of my job as work. I “get” to do this. Twenty years in, and I still get excited about every new project.
“I really never stop thinking about names and language. I see the world through this lens. So, I really don’t think of my job as work. I “get” to do this.”
I’ve worked with Kelly in a few capacities since 2002. So, when he created the Brand Federation, it was inevitable.
Don’t Look Up. That movie is both hilarious and scary as hell – because so many people are unwilling to… well, I don’t want to spoil it.
My family – wife; two daughters; lots of UGA and Pittsburgh football and lots of time riding my bike. I have been riding bikes since I was a little kid. I still ride a few miles/yr. And still race a bit.