Architecture Before Wordplay
Choose the right naming level before generating candidate words.
Principle: The architecture decides how much naming weight the word must carry. The Move Before ideation, ask four questions: Is this permanent? Does it serve a distinct audience? Does it need separate equity? Will customers need to ask for it by name? The answers tell you whether you are naming a brand, offer, feature, or campaign. Why It Works Portfolio names organize memory. Too many names create noise and support burden. Too few names hide meaningful differences. Architecture turns a naming request from "find a cool word" into a governance decision about equity, navigation, and future growth. Practical Rule Name…
Sign up free — one personalized lesson every day, matched to your role and goals.
Already have an account? Sign in