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\u201cWe have to put aside our personal preference and put in the time to figure out what really works for what the client needs.\u201d This is a challenge for marketers on a variety of topics but is especially critical to the vital task of naming. Luckily, Brad Flowers wrote the book on naming\u2014aptly titled The Naming Book\u2014and he\u2019s joined us this week on the On Brand podcast to discuss just that.\nAbout Brad Flowers\nBrad Flowers co-founded Bullhorn in 2008. Brad\u2019s degree in Literature serves him well in his strategy, language, and naming work. It only helps a little in his operational work, which is primarily informed by 10 years of on-the-job training. Brad is also an avid bicyclist \u2013 for commuting and for competition. He co-founded and currently serves on the board of the non-profit community bike shop, Broke Spoke. He\u2019s also the author of The Naming Book from Entrepreneur Press.\nEpisode Highlights\nFirst of all, was it hard to name a book about naming? \u201cIt was awful,\u201d Brad confessed. But he ultimately came up with a tactical, practical title that gets the job done. \u201cAs a namer it feels underwhelming!\u201d However \u2026\nBrand building and naming is about putting aside your own drive to do something cool and creative. \u201cWe have to put aside our personal preference and put in the time to figure out what really works for what the client needs.\u201d\nWhy naming? This has been an ongoing focus of Brad\u2019s work at Bullhorn. However, he also thought of someone else while writing the book\u2014the entrepreneurs who have to come up with a brand name and then move on to the other aspects of their business. \u201cI wrote the book with the non-naming professional in mind.\u201d As such, it\u2019s very process-oriented.\nThree hard things about naming.\xa0\u201cFirst, you have to have a criteria for what makes a good name (most people skip this). Then you have to generate lots of ideas and types of names. Finally, you have to make a decision.\u201d\nBrad also shared his favorite brand names and why ...\xa0along with some that weren\u2019t so great. But you\u2019ll have to listen to the show to hear more!\nWhat brand has made Brad smile recently? A Lexington, Kentucky resident, Brad shared the story of a local startup called App Harvest that helps people get fresh food faster.\nTo learn more, go to the Bullhorn website and check out TheNamingBook.com (getting your URL is one of the many criteria for finding a good brand name).\nAs We Wrap \u2026\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.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Spotify,\xa0Google Play,\xa0Stitcher,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices