Two branding pros are looking to upend the agency model and take the pain out of the name game. Mark Liney won’t name the names, but he can’t shake the memory of an unusual brand-naming project that happened at an agency for the company’s biggest client. Writers weren’t included in the budget, so the creative director on the project decided to throw some sheets of paper up on a wall and instructed his team to jot ideas on them on their way to the kitchen or bathroom.
Comment on Naming a brand can cost more than $50,000. This new AI-powered service will do it for much less
Zachary Petit, Fast Company
Thu, 05/16/2024 - 6:30am
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