A talk with Mike Reed


“Naming is hugely important”

Today we had a talk with Mike Reed, a creative who “works with words for a living”. He is known for naming companies and creating smart slogans but he explained to us that as a creative, he pretty much does a bit of everything: advertisement, digital work, printing….

As students working on the world of branding, we must come up with original names for our products, more specifically for our “breakfast” brief. A name should be true to the brand and be DISTINCTIVE – this can be either descriptive of the product or evocative of the it’s spirit/character.

A good point to start at is to think about what makes your product so special. Defend it.

Keywords from today’s class:

Tone of voice; Naming; Content; Messaging


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