From streets to pets to body parts and beyond, humans excel at naming things. We enthusiastically brainstorm nicknames for ourselves while dishing out monikers for others. Authors take on pen names. Performers craft stage names. Situationships are stored in phones under fake names.

It's a logical process, one that evokes delight and provides context. Without names, we wouldn't be able to distinguish between the "hey, yous" and the "that thing over theres" of the world. Names are, in fact, so impactful that they have to "fit." For example, have you ever expected an Ethan but an Albert showed up? It's rattling.

No wonder we care so deeply about our fake football team names. They immediately signal to our competition both our priorities and our ethos. With intentional branding, we possess t

See Full Page