How Brands Are Built

Steven Price runs Tessera Trademark Screening , which specializes in preliminary trademark screening, a critical step in any naming process. Steve is the go-to guy for preliminary trademark screening. He does it for just about every independent naming consultant I can think of, many of the big brand consulting firms, and directly for clients of his own. Through the years, he's worked with Microsof...

Listen now: Clive Chafer has been a namer for almost as long as naming has been a profession. In 1987, he started at the firm now known as Lexicon , where he helped develop a few names you definitely know, like PowerBook for Apple and Outback for Subaru. He went on to eventually become creative director at Master-McNeil  in Berkeley, California, and he now runs his own firm:  Namebrand . Clive als...

Listen now: Shannon DeJong is the CEO of House of Who , an art house and agency based in Oakland, California, whose clients include Google, among others. Outside of her naming expertise, Shannon is an artist, speaker, and podcast host: she hosts ArtistCEO , where she uses her story to talk about how business and art can work together. Shannon's also worked at Salt , an independent branding agency...

Listen now: Anthony Shore is one of the most experienced namers out there. He has over 25 years of experience in naming and has introduced more than 200 product and company names to the world. Some of the names he's created include Lytro, Yum! Brands, Fitbit Ionic, Qualcomm Snapdragon, and Photoshop Lightroom. In 2015, he was featured in a New York Times Magazine article titled " The Weird Science...

How Brands Are Built  is a blog and podcast where branding professionals get into the details of what they do—and more importantly, how they do it. I'm your host, Rob Meyerson . In each episode, I'll interview other strategists, designers, writers, researchers—anyone who's part of the world of branding. In this first season, I'll mostly be talking to namers. I've been lucky enough to meet and work...