Australia

2020

Word Glue: Find Your Million-Dollar Brand Name

Entrant Company

Inqli

Category

Publication

Client's Name

Rebecca Kirstein

Sub-Category

User Guide

A team of tech learning innovators need a sticky brand name for a career navigation app. The name must be loved by youth and funders CEO Rebecca Kirstein wants to use an educational approach that will also accelerate her team's creativity skills. * * * She's stuck. She needs a naming Muse. * * * Naming used to be easy. Now 543,000 brands launch every month. Coca-Cola has a $2 billion global marketing budget. 90% of the world's data has been created in the last two years. Even underpants act like billboards. This is infobesity. In the attention economy, CEO Rebecca knows a bad name is costly. She grabs Word Glue and takes her team through the name-storming exercises. Three user-friendly sections make it agile: Pow! - Naming Principles Pop - Naming Practices Pro - Naming for Prosperity It's creativity on steroids. "Word Glue is a modern-day naming classic." - Seth Godin, bestselling author of This is Marketing CEO Rebecca and her team name-storm, then call in Louise. Together they shortlist, test and find Inqli. Inqli embraces natural inquisitiveness and playful career exploration. Word Glue is a pocket Muse that heralds an innovation in client/agency relations. A partnership is born, one where client skills are nurtured. Word Glue is a new collaborative approach in branding. "Louise where were you when I needed you? I would have saved months of tedious name-storming." - Ken Segal, namer of the iMac and author of Think Simple (Word Glue publication date 2019)

Credits

Author / Name Whisperer
Louise Karch
Senior Graphic Desginer (Internals) / Apexiva
Julia Afflekt
Senior Graphic Designer (Cover) / Sherpa Creative
Wade Gilpin
Master Copy Editor
Ruth Wilson
Photographer / Songy Knox Photography
Songy Knox
Photographer / Stephen Zammit Photograpy
Stephen Zammit
Editor
Janet Money
Editor
Colin Steele
Editor
Bob Hill
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