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b'Rob Meyerson is a brand naming expert and author of the new book Brand Naming. And, as I said many times during the episode, \\u201cwe don\\u2019t talk about brand naming enough!\\u201d Luckily Rob does and did so for us this week. If you\\u2019ve had anything to do with naming, you need to listen to this episode (and check out Rob\\u2019s book).\\xa0\\n\\nAbout Rob Meyerson\\nRob Meyerson is a namer, brand consultant, and principal and founder of Heirloom, an independent brand strategy and identity firm. Prior to founding Heirloom, Rob\\u2019s previous roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand in Southeast Asia. His past clients range from the Fortune 500 to Silicon Valley startups, from San Francisco to Shanghai, including brands such as Adobe, AT&T, GE, John Deere, Disney, Guitar Hero, Intel, Meta (Facebook), Microsoft, Walmart, and Yahoo.\\nAn experienced namer, Rob has created names for companies (Corelight), nonprofits (Swing Left), products (Sierra Wireless Octave), and services. Rob has written about brand strategy and brand naming for leading publications such as Entrepreneur, TechCrunch, Insider, The Guardian, VentureBeat, and Branding Strategy Insider.\\n\\xa0\\nEpisode Highlights\\nNo respect, I tell \\u2018ya. No, we didn\\u2019t start the show by doing Rodney Dangerfield impersonations but Rob did note the difference between the attention that logo design gets vs. brand naming. \\u201cThere\\u2019s a disparity in the amount of respect naming gets. People think \\u2018that\\u2019s just a word, anyone can do that.\\u2019\\u201d\\nHow should you start the brand naming process? Like all creative work, it starts with a brief. \\u201cYou need something that documents what you want the name to be, who your competition is, etc.\\u201d\\nBrand naming best practices. After talking about the different types of names (from descriptive to abstract to compound words), Rob discussed other process best practices. His book features chapters on the important steps of trademark, linguistics, and domain checks.\\nBrand naming quick hits\\xa0\\u2026 I asked Rob for a favorite brand naming example and an example of a not-so-great name. Rob really likes the Swiffer brand name.\\xa0\\u201cIt\\u2019s a coined word that feels like a real word.\\u201d\\nWhat brand name is Rob not a fan of? He\\xa0pointed us to Tribune Online Content\\u2019s failed TRONC brand. Beyond being a not-so-great brand name (\\u201cit sounds gross\\u201d) but they also \\u201cmishandled the launch.\\u201d\\nWhat brand has made Rob smile recently?\\xa0Rob is a big fan of the sparkling CBD beverage Recess. Why? \\u201cYou can tell they have a lot of love for design and the name speaks to taking a break.\\u201d\\nTo learn more, go to BrandNamingBook.com\\xa0(FYI - we talked about adding descriptors like this to URLs) and check out Rob\\u2019s personal website.\\n\\nAs We Wrap \\u2026\\n\\n\\nListen and subscribe\\xa0at\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Amazon/Audible,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn,\\xa0iHeart,\\xa0YouTube, and\\xa0RSS.\\n\\n\\nRate and review the show\\u2014If you like what you\\u2019re hearing, be sure to head over to\\xa0Apple Podcasts\\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\\n\\n\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nOn Brand is a part of the\\xa0Marketing Podcast Network.\\n\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'