Resources
Practical thinking on clear names, direct domains, and building a public identity with room to grow.
6 minute read
The case for a clear name
Why a memorable invented name gives a new company room to explain itself without narrowing its future.
By Michael Santiago
6 minute read
Naming that compounds
A good company name gathers meaning over time instead of asking the business to start again at every turn.
By Michael Santiago
6 minute read
Owning the right signal
The value of a .com is not decoration. It is a direct, durable signal that the public can recall and use.
By Michael Santiago
6 minute read
How a house name works
The difference between naming a single product and creating an identity broad enough to contain a world.
By Michael Santiago