Meet the "professional namer" behind brands like Accenture, Adobe Lightroom, Yum! Brands, Tonal home gym, Starry internet services, Virgin Voyages, and FedEx Custom Critical.
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00:00X is a branding crime to have taken the Twitter brand and all of its equity and its whole
00:08branded ecosystem and to de-brand it with this off-the-shelf idea that's utterly undifferentiated.
00:16X is a branding crime.
00:17My name is Anthony Shore and I'm a linguist and I'm also chief operative of Operative
00:24Words which is my naming agency.
00:27What do I do?
00:28I name things.
00:29I work with a lot of Fitbit trackers and that product was actually on the wrist of President
00:35Obama.
00:36A great name will inspire clients, will inspire the name holder with ideas for messaging,
00:46for look and feel systems and so on.
00:49I think that my first opportunity to name things happened at an ad agency that I was
00:53working at and I was given the opportunity to name cocktails for a hotel that was having
01:00a grand reopening and I seemed to have a flair for it and so that's where I got my first
01:07start naming things.
01:08In the year 2000, I directed the renaming of Anderson Consulting to Accenture.
01:15That was a very large branding program and a remarkable program.
01:20There's never been any naming program I've seen before since then and that was very successful
01:25so I'm very proud of that.