What’s in a name? An exercise in naming a branding agency…
As underscore is often asked to conjure up and rationalise new brand names, we had our heads turned by a clever chart that ‘Rob & Joe’ of online community Cargo Collective have produced and named the ‘Taxonomy of Advertising Agency Names’ in an attempt to make sense of the names that people give to ad agencies.
It’s interesting that while many agency names are defined by their founders or have been emotionally inspired by places or animals, there are less within the ‘abstract concepts’ department than you might expect within the cutting edge of creativity. Having said that our own brand name was always based on getting underneath brands then adding some noise, so we’d guess underscore would have to be defined as either a ‘doing’ name or somewhere between ‘literal’ and ‘functional’!!!
Read about Rob and Joe’s Inforgraphic