Why I do what I do

I name things.

I've given names to phones, consulting companies, meat, software, semiconductor makers, wireless services, hearing aids, soy bars, Indian hotels, healthcare companies, pens, wines, Korean gasoline, security technology, ice cream, restaurants, next-gen energy companies, magazines, urban scavenger hunts, chipsets, bands, biotech companies, and on and on. In my 20 year career working independently and at agencies like Landor and Lexicon, I've brought over 100 new brand names into the world.

But why?

It's because our world is overrun by brands. There is almost no place to go that is entirely brand-free.

As I see it, if we're going to have brand names foisted on us everywhere we turn, shouldn't they at least be brand names that we don't mind having around?

That's what motivates and inspires me: The opportunity to change our surroundings in a small but positive way by giving things names that people like.

1 comment:

  1. Welcome to the blogosphere, Anthony! (In case you're curious, according to Wikipedia, the term "blogosphere" was coined on September 10, 1999 by Brad L. Graham, as a joke. It was re-coined in 2002 by William Quick, and was quickly adopted and propagated by the "warblog community." The term resembles the older word logosphere (from Greek logos meaning word, and sphere, interpreted as world), the "the world of words", the universe of discourse.