Naming. Also called "Branding", it's not punching cattle that I do but help to create names for products, companies and services. For over 15 years I did this as part of the in-house team at Lexicon Branding, which ranks among the world's premier branding companies. I've been involved in creating and helping to create such notable monikers as the BlackBerry two-way communicator, the Pentium® microprocessor, the PowerBook® notebook computer, Zima® malt beverage, the Subaru Outback® and the Saturn VUE® cars, Sony's Metreon® center, Dasani® bottled water and the Swiffer® dry mop system. Check the Lexicon site for more impressive credentials. Due to the press of my busy writing career, I have become a freelance consultant, still doing the occasional assignment for the good folks at Lexicon.

My freelance business is operated in an office I share with my friend, writer and colleague Jonathan Littman, under the auspices of our new identity of Simmer Branding Studio:

Our most recent credential is Sony's newly unveiled video website Crackle.com. Formerly known as Grouper, we worked with their management team to help establish a name that would really help to underline the excitement which was going to surround their new look, feel and content. A wide range of possibilities were created and evaluated, with Crackle emerging as the winner.

In addition, Simmer also created names for several of Crackle's new content channels, including Wet Paint (their animation stream), High Wire (their standup comedy offerings) and the soon-to-go-live Moving Targets (their sketch comedy channel.)

BACK