Pebble Presents
Welcome to Pebble Presents, where we explore the latest trends in marketing, research, and brand strategy. Join Emelia Rallapalli, Founder of Pebble Strategy, as she uncovers inspiring and interesting stories from leaders in business, marketing, insights, and design.
Whether you’re new to the world of business and insights, or a seasoned practitioner of the dark art of marketing, Pebble Presents is a place to hear Emelia and her guests dig into the inner workings – and potential futures – of the world of innovation, creativity, and marketing.
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Pebble Presents
Episode 10: What 23 years of naming things teaches you with Aaron Hall
In this episode, Pebble Presents Aaron Hall, a naming expert and founder of Emphatic Branding. Together, Emelia and Aaron discuss naming for brands, companies, and products: everything from the process and stages of naming, to the differences is between pre-screening, vetting, and linguistic analysis for name development (and why each is important).
Aaron shares how he uses AI in his naming process and workstreams so he can deliver better work for his clients. He also helps us understand the difference between naming strategy and creative name development.
This was an insightful conversation! If you are considering names for your brand, company, or product…this episode is right on time for you.
Emelia Rallapalli is the founder of Pebble - a brand strategy and marketing research consultancy. With decades of experience in global brand planning, strategy, and research, Pebble has helped shape businesses of all kinds, from ambitious start-ups to global Fortune 100 companies.
Aaron Hall is a naming expert and the founder of Emphatic Branding. He’s been naming things for 23 years. He founded Emphatic a year ago because he loves sharing his passion for naming with clients.
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Resources
- Emphatic Branding: https://www.emphaticbranding.com/
- Emphatic Branding on LinkedIn: https://www.linkedin.com/company/emphaticbranding/
- Laurel Sutton, Senior Strategist & Linguistat Catchword Branding: https://catchwordbranding.com/team/laurel-sutton/
- Book recommendation: ”Brand Naming” by Rob Meyerson
Show Notes
0:23 - Emelia introduces today’s special guest
2:26 - Aaron shares the journey to his current profession
4:52 - Aaron divulges what makes a naming expert tick and breaks down the process of a naming expert
17:15 - Aaron defines linguistic analysis and its importance vs prescreening
20:16 - Aaron shares considerations for hiring a native speaking naming expert - and is it important?
24:28 - Emelia asks Aaron if there is a best time in the process to bring in a naming specialist, and they discuss how they named their own companies
30:21 - Aaron explains the difference between naming creative and naming strategy
33:18 - Emelia and Aaron discuss when the creation of brands, sub-brands or renaming a brand may not be the best idea
42:21 - Aaron shares what he recommends folks read to help them with naming, and the AI tools he uses to make his business flow
50:32 - Aaron participates in a lightning round with Emelia
59:32 - Emelia wraps the episode
Episode Credits
Executive Produced & Hosted by Emelia Rallapalli
Produced by Stephanie Watanabe
Editing and Post Produced by Erin Zimmerman
Artwork and Design by Liisa Turan-Walters