8 Proven Techniques for Creating New Names

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Naming something may be the most universal aspect of business. Whether it's a product or a service or a company name, you've got to call the baby something.

Roughly two-thirds of all American companies, according to surveys, would prefer to do the job themselves and keep it in-house - rather than using ad agencies, naming consultants, contests or other means.

This webinar is based on years of consulting, helping companies develop new names and shepherding their task forces through the process.  It will:

  • Take you through proven ideational techniques, all designed to generate hundreds of naming possibilities.
  • Equip you and your colleagues with the thought-starters and mental prods to do a better and faster job of name-generating.

Webinars are for ANA Members Only.  If you are a non-member, client-side marketer interested in attending a specific session, please email training@ana.net to request a one-time, complimentary guest registration.

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Start: Wednesday, August 31, 2011 at 1:00pm

End: Wednesday, August 31, 2011 at 2:00pm



Steve Rivkin


Managing Partner, Rivkin & Associates LLC 

Steve Rivkin founded the consultancy that bears his name in 1989.  He has consulted, written and lectured on branding strategies and naming tactics for more than 20 years.

His firm has completed naming assignments for hundreds of companies and brands, including Alliant Energy, AquaGlass, Atlantic Health, J&J/Biosense, Kraft Foods, Lenzing AG (Austria), NBC Universal, Pixel Optics, Premio Foods, Thomson Healthcare and Tiffany & Co.

Steve has spoken on the subject of naming at conferences around the world, and was called "American's leading nameologist" by Asian Brand News.  His 2004 book, The Making of a Name (Oxford University Press), was described by its prestigious publisher as "the definitive book on names and naming." He is a frequent contributor to print media, online journals, radio and TV shows on the subject of naming.