What's In A Name? A Lunchtime Naming Workshop // BUSINESS 331

Jacob Cohen, Digital Strategy Consultant

Friday, February 10th from 12:00 - 2:00 pm

Google, Apple, Chrome, The iPad. Sometimes the right name for a new product or business can feel like a work of art.

In this interactive, high energy workshop we’ll introduce a comprehensive framework for developing the best new business names. We’ll present some of the most effective name creation methods and highlight some of those less-than-favorable conventions. Participants who attend this workshop will leave with the tools needed to make the best naming decisions in their own company and a stronger appreciation for the creative thoughtfulness that goes into developing a new name.

After the lecture we’ll work together to develop a new business and then, referencing the framework outlined in the first half, we’ll brainstorm names for it. To demonstrate the critical lens we use to evaluate business names we’ll hold a class vote on the best ideas. Based on the voter breakdown we’ll split into groups and develop arguments on behalf of our favorite name choice. After delivering arguments to the group we’ll then make a final decision on a name for our newly minted venture

This will be a fun, hands-on experience that forces you to think critically about one of the most fundamental decisions a business can make. Lunch will also be served to help fuel the creative fire.

Jacob Cohen brings 12 years of digital experience design and brand knowledge to this project. Well versed in a blend of knowing and doing, he's developed strategy, designed user experience, and managed the development of hundred of web experiences across sectors from industrial to fashion. Jacob was most recently the senior strategist overseeing digital at Wolff Olins' New York office. While there, he helped to rebrand The Smithsonian Institute, developed a future facing product strategy for Call of Duty, worked closely with Microsoft on a variety of projects and crafted the digital experience for the first modern art museum in the Middle East; Mathaf.

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