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Wrapping up season one: Tips for the naming process

Listen now: Today’s episode marks the end of season one, but certainly not the end of this podcast. Plans for season two are already underway, and I’m very excited about some of the guests who’ve already signed on. But I won’t be ready to release those episodes for a little while, so…to make sure you’re the first to know when they’re available, please make sure you’ve signed up for the newsletter. And between now and season two, we’ll still be posting new articles and information on the...


Eli Altman started freelance naming at age sixteen

Listen now: Eli Altman runs A Hundred Monkeys, a naming and branding agency in Berkeley, California. A Hundred Monkeys was founded by Eli's dad, Danny Altman, in 1990. Eli grew up helping his dad come up with name ideas, and the second he was old enough to sound like an adult on the phone, he was taking on freelance naming projects. In addition to running A Hundred Monkeys, Eli wrote the Amazon bestselling naming workbook, Don’t Call it That. He has a new book coming out soon called Run...


Scott Milano does sprints in the morning

Listen now: Scott Milano is Founder and Managing Director of Tanj, a boutique brand language firm specializing in names, taglines, stories, messaging and voice strategies, and copy. Scott has over 15 years of experience in verbal identity and has worked on names like Scott's worked on some big brand names, like Nintendo Wii, Ally Bank, Sony Bravia, and Film Struck, among many others. His firm, Tanj, does brand strategy work, messaging and voice, taglines, and copywriting, and, of course,...


Jonathan Bell starts with coffee and a sheet of paper

Listen now: Jonathan Bell is Managing Director of Want Branding, a brand consultancy with offices in Miami, Denver, and New York, and clients like Bose, Royal Caribbean, and Call of Duty. Jonathan has about 30 years of experience in the branding industry, during which he's completed over 800 projects and worked with over a third of the companies in the Fortune 100—companies like Google, Apple, Coca-Cola, Mercedes-Benz, and Disney. He's also a visiting professor at Wharton and a frequent...


Amanda Peterson considers CamelCase a crime

Listen now: On this episode, I spoke with Amanda Peterson, formerly the Head of Naming and Leader of Brand Management at Google. While there, she helped establish Alphabet, Google's parent company, as well as sister companies like Waymo, Alphabet's self-driving car company. Before Google, Amanda headed up naming at HP—before I held that role—and also worked at Logitech and Landor. She recently left Silicon Valley and is now Head of Marketing and Communications at the Milwaukee Art...


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How Brands Are Built is a blog and podcast where branding professionals get into the details of what they do—and more importantly, how they do it.