NAMING AND BRAND STRATEGY
I’ve worked on hundreds of branding campaigns for some of the world’s biggest companies.
For naming projects, I apply the Sorgen Naming Method (I just named that) to unearth novel nom de guerres and neologisms that are meaningful, ownable and right. I’m fully versed in naming architectures and naming systems, and I understand that finding the perfect name usually requires exploring hundreds – if not thousands – of options.
And taglines? Don’t get me started – unless you want scores of clever lines from multiple conceptual directions; linguistic unicorns that elevate a brand, capture its spirit, and keep its name on customers’ mental lips until they buy.
NAMING
SOLAGE
High-end Auberge Resorts needed help launching a new, modern resort brand. I combined “Sol” (from the French “soleil,” referencing the sun in Auberge’s logo) and “-age,” the suffix of “village.” Even better, I discovered “Solage” is French for “solace.” After a successful Napa Valley launch, the “sun village” concept is now planned for destinations worldwide.
ONE FLEW WEST
Beachwood Brewing’s newest IPA is made with a single hop (“One”) in the West Coast style (“Flew West”). I recalled the nursery rhyme behind my favorite movie, One Flew Over the Cuckoo’s Nest, and the rest is hoppy history.
RENAISSANCE MONTURA HOTEL
This new luxury hotel needed a sophisticated name that would reflect its high-end art collection. I reviewed hundreds of words from obscure art glossaries and found “Montura,” which means “frame” in Spanish, positioning the hotel as a beautiful frame for the art within.
PARTNERS FIRST
Norwegian Cruise Line had a problem: travel agents thought the company was competing with them for customers. So they created a program that gave agents priority service, rates and perks. I named it “Partners First,” and it’s been successful for over a decade.
T-LOFTS
A condo developer wanted a short, memorable name for a new flagship development. I plunged into the area’s history, the local lifestyle, and many more directions. Then I made a simple recommendation: use the first letter of its Tennessee Avenue location.
ILLUSCINATION
Ringling Bros. was launching a new circus experience that brought illusions and magic into the show. I played around with many word combinations before landing on a new word that communicated the uniqueness of the show while leaving much to the imagination.
WATER POLO TOUGH
USA Water Polo is the national governing body for water polo, including for the Olympics. Part of their mission is to generate interest in the sport among athletes. I named their new recruitment program “Water Polo Tough” to communicate the intensity of the sport, which isn’t always apparent from watching it on TV.
TAGLINES
WD ABSOLUTELY
Hard drives are a commodity product, so a strong brand is essential. To give consumers confidence their digital lives were safest with the rock-solid reliability ofWestern Digital drives, I came up with “Absolutely.” It became the cornerstone of the company’s brand campaigns for years.
VICEROY HOTELS CHANGE YOUR PATTERN
With bravely eclectic design, Viceroy hotels challenge guests to experience the world differently. I wrote a tagline that embodies the company’s thought-provoking approach to hospitality – and its effect on guests who enter its fanciful realms.
HOLLYWOOD BOWL ALWAYS AMAZING
As a Bowl überfan, it was a dream come true to work on the account for many years. I wrote several of their taglines, including “Always Amazing” (it truly is) and “Pure Summer” (ditto).
COLDWELL BANKER HIGHER VALUES
Selling agents are sometimes suspected of settling for a reduced sales price so they can quickly move onto the next sale. Coldwell Banker Greater Los Angeles wanted to communicate that they operate by a unique code of ethics that puts home-sellers’ interests first, which results in higher sales prices. This tagline was an instant hit.
CITY OF BURBANK FORWARD IN EVERY DIRECTION
Burbank wanted to attract companies to the city with its cutting-edge tech infrastructure and business-friendly policies. I wrote this line to communicate Burbank’s multifaceted, growth-minded attitude.
BRAMAN WINERY IT TAKES A TEXAN
Anyone can produce great wines in California, but it takes true grit to make a great wine in Texas. Especially wine that can compete with its high-falutin’ Golden State cousins. Braman Wines wanted to lean into their hard-working Texas spirit, so I wrote this line.
DISNEY FRIENDS FOR CHANGE START A CHANGE REACTION
Disney’s “green” initiative needed a tagline that would sum up the program’s mission of inspiring young people to get their friends to care about the environment.
PEPPERDINE BUSINESS SCHOOL A HIGHER DEGREE OF YOU
The Graziadio School of Business is “dedicated to shaping Best-for-the-World leaders that drive meaningful, positive change in their global organizations and communities.” My tagline was aimed at attracting students who want to lead with integrity. It anchored the school’s big brand campaign (which I also wrote), including outdoor, print and online.