Naming in an AI Age

"Name slop" warns that AI spits out polished but interchangeable names—repeating familiar patterns and suffixes—which hurts memorability, trust, and raises legal/rebrand risk. People buy meaning, not words; great names must be defensible, pronounceable, discoverable, and able to carry a story. Use AI for ideas and speed, but let humans apply trademark checks, phonetic tests, category cla...

In this episode of Naming in the AI Age , Ashley Elliott explains why trademarking a name has become increasingly challenging. Global trademark filings have nearly doubled over the past decade, from 6 million in 2015 to 11.7 million in 2024, with significant concentrations in countries like China and growing activity in emerging markets such as India, which filed roughly 540,000 trademarks in 2024...

Naming a brand requires both creative thinking and an understanding of how trademark examiners and courts evaluate potential conflicts, using frameworks like the USPTO’s DuPont factors and the courts’ Polaroid factors to assess likelihood of confusion. They look at the strength and distinctiveness of existing marks, how similar two names sound or appear, whether the goods or services target the sa...

In this episode of Naming in the AI Age, Mike Carr and Ashley Elliott discuss how to reduce legal risk in brand naming, using the Smucker’s vs. Trader Joe’s case as an example. They contrast descriptive names like Trader Joe’s Crustless Peanut Butter and Strawberry Jam Sandwiches - clear but hard to protect - with distinctive names like Smucker’s Uncrustables, which are unique and ownable. Mike an...

In this episode of Naming in the AI Age , Ashley Elliott explains how to read a USPTO trademark record using Nike as an example. She clarifies that multiple “Nike” entries represent different filings for various product classes, like clothing, footwear, and digital goods. Each record lists the mark, status, goods and services, owner, and registration details. Clicking into a record reveals more sp...

Using your trademark properly is just as important as registering it. Misuse can weaken protection and even make a mark generic. Trademarks should act as adjectives, not nouns or verbs—say “Nike shoes,” not “Nikes” or “I’ll FedEx this.” Brands that became generic, like Escalator or Aspirin, lost their rights, while companies like Kleenex, Xerox, Google, and FedEx actively fight misuse. From the st...

The spectrum of distinctiveness explains why some brand names are stronger than others in trademark protection and branding. Generic terms like “milk” or “bread” can never be protected, while descriptive names such as “Quick Print” are weak unless they gain recognition. Suggestive names like Coppertone or Netflix are inherently distinctive, balancing creativity and clarity. Arbitrary marks like Ap...

When naming a business, product, or service, start with a knockout search—a quick, early check to rule out obvious conflicts and overused patterns while shaping creative direction. Once you’ve narrowed to top contenders, move to a comprehensive search led by an IP attorney. This deeper, time-intensive review uncovers hidden risks that quick checks miss and ensures your chosen name can be legally p...

This episode explains the difference between trademarks and copyright. The TM symbol signals a claim on a name or logo but offers no legal protection, while the Ⓡ symbol is for USPTO-registered trademarks and carries legal weight. Copyright, on the other hand, protects creative works—books, music, art, software—by covering expression, not brand identity. In short: trademarks protect identity, copy...

In this episode of Naming in the AI Age, Ashley Elliott explains trademark classes and why they matter. Trademarks are divided into 45 classes of goods and services, meaning the same name can exist in different classes—like Delta Airlines and Delta Faucets. A common myth is that one filing covers all categories, but protection only applies to the classes you file in. Filing too narrowly leaves gap...

A USPTO search is a good first step, but it doesn’t guarantee brand protection. The federal database only covers federally filed trademarks, leaving out state registers, the Trademark Official Gazette (with recently approved marks), and common law rights from simply using a name in commerce. That means small businesses, Etsy shops, YouTube channels, or local restaurants may have enforceable rights...

Before picking a business or brand name, check the USPTO’s TESS database to see if it's already federally trademarked. The basic search finds exact matches, while the expert search digs deeper for phonetic or visual similarities and class-specific conflicts. Still, TESS doesn't show common law trademarks, state registrations, or domain/social media use. Since trademark law hinges on pote...

In this episode of Naming in the AI Age , Ashley Elliott unpacks how non-alcoholic beverage brands use naming to stand out in a vibe-driven market. She outlines four naming strategies: descriptive (e.g., Hop Water), suggestive (e.g., Recess, Trip), abstract (e.g., Hiyo, De Soi), and unconventional (e.g., Cornbread). While descriptive names offer clarity, Ashley argues that suggestive and abstract...

In this episode, Mike Carr highlights the importance of a detailed creative brief for high-stakes naming projects, especially for global or brand-focused clients. Unlike simpler briefs, a comprehensive one defines naming architecture, brand strategy, and long-term goals. Carr stresses clarifying the name’s purpose, desired tone, and brand archetype, while also choosing the right semantic and tonal...

In this episode of Naming in an AI Age , Mike Carr explores the role of the creative brief in naming. While briefs can seem unnecessary—especially for niche or local businesses—Mike emphasizes their value in clarifying a name’s purpose, audience, and competitive edge. A short, focused brief is often enough. He also highlights how AI can assist in generating name ideas, but human insight is still k...

In this episode of Naming in the AI Age , Mike Carr explains how AI can enhance naming when used strategically. He warns against basic prompts and generic testing, noting that AI needs brand-specific context. Carr introduces "context engineering"—feeding AI detailed inputs like brand strategy and audience insights—to generate better names. He covers prompt structuring, using advanced mod...

​​On this throwback episode, NameStormers co-founder Mike Carr revisits a 1990s CNN spot to show that naming basics haven’t changed: set clear, business-specific goals; back choices with research and testing (including foreign-language checks); avoid personal names that limit trademarks and growth; and turn plain descriptors into distinctive, suggestive marks.

In this episode, Mike Carr highlights the top ten mistakes companies make with branding and naming guidelines. He explains how long, rigid documents often go unused and how internal focus can alienate teams and confuse customers. Using examples from OpenAI, Intel, Xbox, BMW, and Toyota, he stresses the importance of flexible, customer-first strategies, clear quick-start guides, and dynamic, AI-pow...

In this episode of Naming in the AI Age, NameStormers CEO & Cofounder Mike Carr explains that while AI can enhance naming tasks, it can't replace the strategic thinking and creativity needed to stand out. With rising competition and less focus on SEO, success depends on specialization and expertise. Carr highlights the need for data-driven methods that capture real emotional responses, an...

In this episode of Naming in an AI Age, Mike Carr shares 10 essential naming hacks to improve the success of any naming project. He emphasizes starting with the right mindset by asking who the name is truly for—usually not yourself—and what you want the name to do. Strategic thinking should precede AI use, which can otherwise become a crutch too early in the process. Team dynamics matter: remove n...

In this episode of Naming in an AI Age, Mike Carr examines the value of a name by comparing "Omgo" and "Health Crafter." While Health Crafter is descriptive and clear, Omgo—short, abstract, and versatile—offers greater long-term brand potential, especially with its .com domain. Omgo’s layered meanings and global appeal make it ideal for broad applications, but Carr stresses tha...

In this episode, Mike Carr shows how to become "AI native" in name development by using strategic, iterative prompting to create more relevant brand names. He shares a fun cat toy example and draws on insights from experts like Shelly Palmer, who suggests using a personal JSON file to guide AI. Key tips include clear direction, competitor and SWOT analysis, global awareness, long-term br...

In this episode of Naming in an AI Age, Mike Carr highlights the growing importance of slogans and taglines. He calls a great tagline a brand’s “fountain of youth”—keeping it fresh, clear, and emotionally resonant. Taglines can energize dull names, clarify positioning, and act as a “verbal logo” when visuals aren’t available. When names fall short, a strong slogan adds context and impact. Mike wra...

In this episode, Mike Carr argues that creating a great name relies on human intuition, not technology. While AI tools can support brainstorming, the strongest names resonate emotionally. Carr shares the stories behind "Cherubs" tomatoes and "Death Wish Coffee," showing how emotional thinking—not rational analysis—led to names that connected deeply with people. He emphasizes th...

In this episode, Mike Carr stresses using AI as a coach, not a replacement—like how real coaches build skills through practice. Citing MIT economist Sinan Aral’s idea of AI as "a bicycle for the mind," Carr shares research showing that AI helped low-performing call center workers improve, with lasting effects even after AI was removed. He applies this to naming, arguing AI should guide u...