Developing a Strong Brand Name with Brad Flowers


October 26, 2020

brad flowers on brand 2

“We have to put aside our personal preference and put in the time to figure out what really works for what the client needs.” This is a challenge for marketers on a variety of topics but is especially critical to the vital task of naming. Luckily, Brad Flowers wrote the book on naming—aptly titled The Naming Book—and he’s joined us this week on the On Brand podcast to discuss just that.

Enjoy This Episode Now

About Brad Flowers

Brad Flowers co-founded Bullhorn in 2008. Brad’s degree in Literature serves him well in his strategy, language, and naming work. It only helps a little in his operational work, which is primarily informed by 10 years of on-the-job training. Brad is also an avid bicyclist – for commuting and for competition. He co-founded and currently serves on the board of the non-profit community bike shop, Broke Spoke. He’s also the author of The Naming Book from Entrepreneur Press.

Episode Highlights

First of all, was it hard to name a book about naming? “It was awful,” Brad confessed. But he ultimately came up with a tactical, practical title that gets the job done. “As a namer it feels underwhelming!” However …

Brand building and naming is about putting aside your own drive to do something cool and creative. “We have to put aside our personal preference and put in the time to figure out what really works for what the client needs.”

Why naming? This has been an ongoing focus of Brad’s work at Bullhorn. However, he also thought of someone else while writing the book—the entrepreneurs who have to come up with a brand name and then move on to the other aspects of their business. “I wrote the book with the non-naming professional in mind.” As such, it’s very process-oriented.

Three hard things about naming. “First, you have to have a criteria for what makes a good name (most people skip this). Then you have to generate lots of ideas and types of names. Finally, you have to make a decision.”

Brad also shared his favorite brand names and why … along with some that weren’t so great. But you’ll have to listen to the show to hear more!

What brand has made Brad smile recently? A Lexington, Kentucky resident, Brad shared the story of a local startup called App Harvest that helps people get fresh food faster.

To learn more, go to the Bullhorn website and check out TheNamingBook.com (getting your URL is one of the many criteria for finding a good brand name).

As We Wrap …

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

On Brand is sponsored by my book Brand NowDiscover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.

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Until next week, I’ll see you on the Internet!

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Nick Westergaard
Email Brand Driven Digital

is a strategist, speaker, educator, and author of Brand Now: How to Stand Out in a Crowded, Distracted World and Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. He is the Chief Brand Strategist at Brand Driven Digital, an educator at the University of Iowa, and host of the On Brand podcast. More about Nick.




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