{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Mini episode: Brad Flowers and The Naming Book","description":"For the second mini episode of the podcast, I\u2019m talking to Brad Flowers, founding partner of Bullhorn, a marketing company in Lexington, Kentucky. Brad is also the author of a new book entitled, The Naming Book: 5 steps to creating brand and product names that sell. Regular listeners know that naming is an area of focus for me, so when I heard about Brad\u2019s book, I couldn\u2019t want to read it and ask him a few questions. We started out talking about how there aren\u2019t too many books about naming out there (here\u2019s a list, which now includes Brad\u2019s). Brad wrote his book because he\u2019d had trouble early in his career finding something that documented a replicable process for his team. The five steps Brad recommends are: Establishing Criteria Brainstorming Compiling Names Expanding Your Knowledge Deciding on the Final Name Within each step, Brad includes short worksheets and exercises. One that I especially like comes right at the beginning, when he asks readers to pick any three brand names and post-rationalize where the names came from. Brad says it \u201cgives someone the opportunity to take a step back and start to just recognize the names that exist and how they\u2019re working, so that when you start to think about your name, you can understand that while Apple seems like a great name, on day one it felt like a really risky, and probably a pretty dumb name, really.\u201d We rounded out the conversation talking about the benefits of sometimes going \u201coff brief,\u201d how to ask other people their opinion on name ideas, and Brad\u2019s favorite naming story (involving his five-year-old son). To learn more about The Naming Book, visit thenamingbook.com. It\u2019s available now on Amazon, Barnes & Noble, and IndieBound.org. To learn more about Brad and Bullhorn, visit BullhornCreative.com, or find them on social media. ","author_name":"How Brands Are Built","author_url":"https:\/\/www.howbrandsarebuilt.com\/podcast\/","html":"