Naming a brand requires both creative thinking and an understanding of how trademark examiners and courts evaluate potential conflicts, using frameworks like the USPTO’s DuPont factors and the courts’ Polaroid factors to assess likelihood of co...

In this episode of Naming in the AI Age, Mike Carr and Ashley Elliott discuss how to reduce legal risk in brand naming, using the Smucker’s vs. Trader Joe’s case as an example. They contrast descriptive names like Trader Joe’s Crustless Pean...

In this episode of Naming in the AI Age, Ashley Elliott explains how to read a USPTO trademark record using Nike as an example. She clarifies that multiple “Nike” entries represent different filings for various product...

Using your trademark properly is just as important as registering it. Misuse can weaken protection and even make a mark generic. Trademarks should act as adjectives, not nouns or verbs—say “Nike shoes,” not “Nikes” or “I’ll FedEx this.” Brands ...

The spectrum of distinctiveness explains why some brand names are stronger than others in trademark protection and branding. Generic terms like “milk” or “bread” can never be protected, while descriptive names such as “Quick Print” are weak unl...

When naming a business, product, or service, start with a knockout search—a quick, early check to rule out obvious conflicts and overused patterns while shaping creative direction. Once you’ve narrowed to top contenders, move to a comprehens...

This episode explains the difference between trademarks and copyright. The TM symbol signals a claim on a name or logo but offers no legal protection, while the Ⓡ symbol is for USPTO-registered trademarks and carries legal weight. Copyright,...

In this episode of Naming in the AI Age, Ashley Elliott explains trademark classes and why they matter. Trademarks are divided into 45 classes of goods and services, meaning the same name can exist in different classes—like Delta Airlines and D...

A USPTO search is a good first step, but it doesn’t guarantee brand protection. The federal database only covers federally filed trademarks, leaving out state registers, the Trademark Official Gazette (with recently approved marks), and comm...

Before picking a business or brand name, check the USPTO’s TESS database to see if it's already federally trademarked. The basic search finds exact matches, while the expert search digs deeper for phonetic or visual similarities and class-speci...

In this episode of Naming in the AI Age, Ashley Elliott unpacks how non-alcoholic beverage brands use naming to stand out in a vibe-driven market. She outlines four naming strategies: descriptive (e.g., Hop Water), sug...

In this episode, Mike Carr highlights the importance of a detailed creative brief for high-stakes naming projects, especially for global or brand-focused clients. Unlike simpler briefs, a comprehensive one defines naming architecture, brand ...

In this episode of Naming in an AI Age, Mike Carr explores the role of the creative brief in naming. While briefs can seem unnecessary—especially for niche or local businesses—Mike emphasizes their value in clarifying ...

In this episode of Naming in the AI Age, Mike Carr explains how AI can enhance naming when used strategically. He warns against basic prompts and generic testing, noting that AI needs brand-specific context. Carr intro...

​​On this throwback episode, NameStormers co-founder Mike Carr revisits a 1990s CNN spot to show that naming basics haven’t changed: set clear, business-specific goals; back choices with research and testing (including foreign-language checks);...

In this episode, Mike Carr highlights the top ten mistakes companies make with branding and naming guidelines. He explains how long, rigid documents often go unused and how internal focus can alienate teams and confuse customers. Using examp...

In this episode of Naming in the AI Age, NameStormers CEO & Cofounder Mike Carr explains that while AI can enhance naming tasks, it can't replace the strategic thinking and creativity needed to stand out. With rising competition and less fo...

In this episode of Naming in an AI Age, Mike Carr shares 10 essential naming hacks to improve the success of any naming project. He emphasizes starting with the right mindset by asking who the name is truly for—usually not yourself—and what you...

In this episode of Naming in an AI Age, Mike Carr examines the value of a name by comparing "Omgo" and "Health Crafter." While Health Crafter is descriptive and clear, Omgo—short, abstract, and versatile—offers greater long-term brand potential...

In this episode, Mike Carr shows how to become "AI native" in name development by using strategic, iterative prompting to create more relevant brand names. He shares a fun cat toy example and draws on insights from experts like Shelly Palmer, w...

In this episode of Naming in an AI Age, Mike Carr highlights the growing importance of slogans and taglines. He calls a great tagline a brand’s “fountain of youth”—keeping it fresh, clear, and emotionally resonant. Taglines can energize dull na...

In this episode, Mike Carr argues that creating a great name relies on human intuition, not technology. While AI tools can support brainstorming, the strongest names resonate emotionally. Carr shares the stories behind "Cherubs" tomatoes and "D...

In this episode, Mike Carr stresses using AI as a coach, not a replacement—like how real coaches build skills through practice. Citing MIT economist Sinan Aral’s idea of AI as "a bicycle for the mind," Carr shares research showing that AI helpe...

In this episode, Mike Carr dives into AI’s growing role in branding and naming, emphasizing how personalized prompts lead to better results. Inspired by Dana Malstaff of Boss Moms, he highlights the power of building an AI history—providing bra...

In this episode, Namestormers Co-founder and CEO Mike Carr explores how AI is revolutionizing naming, generating creative, professional-quality ideas with incredible speed. However, as Mike highlights, AI lacks in areas like trademark screening...