Concepts in Naming – Chapter 4

The following pages are designed to provide enough analysis to get you going and yet not so much as to shut down names/ideas. I am not suggesting that, in my experience, there is so much information presented as relevant that it clogs the creative juices.      
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Focus Group Backroom Management: Tips for Moderators

  Several years ago, Innovation Focus was conducting focus groups with a client team from a ladies’ clothing catalog. The lead client arrived in the back room just in time for the respondents to be ushered into their seats.  She immediately sent for the moderator.

“These are not our clients!”, she exploded.

“Why do...

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Concepts in Naming – Chapter 3

Setting the Task
The statement of your task is important. It acts as a baseline from which to jump. It can represent the culmination of a considerable amount of thinking by the owner up to the point of getting started. Naming is no different. Two points:
  1. Careful definition of the area for naming often encourages options...
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5 Learnings from the “Cupcake Incident”

by Jennifer Arnold Last night, I painstakingly baked and decorated cupcakes for my daughter to take into school in celebration of her half-birthday. I dropped her off at school instead of having her take the bus and began my drive into the office. About 10 minutes later,...
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