Brand New Name

About the Author

Jeremy Miller is a renowned brand strategist and bestselling author known for his expertise in branding and marketing. His work focuses on helping businesses differentiate themselves in competitive markets by creating memorable and impactful brand names. Miller's insights are drawn from his own experience, having led a successful rebranding effort for his family's struggling business. The transformation turned the business around and spurred growth, cementing his understanding of the critical role of brand identity. Miller shares his knowledge and strategies in "Brand New Name: A Proven, Step-by-Step Process to Create an Unforgettable Brand Name," providing practical tools and methodologies for businesses aiming to establish a strong brand presence.

Main Idea

"Brand New Name" emphasizes the critical role of a brand name in defining a business's identity and ensuring its success. Jeremy Miller argues that a brand name is not merely a label but a strategic asset that encapsulates the essence of a company, its products, and its values. The book provides a structured, step-by-step process for creating a brand name that is memorable, unique, and aligned with the company's mission. Miller highlights the importance of involving a diverse team in the naming process and using creative exercises to explore a wide range of possibilities. The ultimate goal is to develop a brand name that not only captures the attention of consumers but also resonates with them and sets the company apart from its competitors.

Table of Contents

• Introduction
• The Power of a Name
• The Anatomy of a Great Brand Name
• Planning Your Naming Sprint
• Executing the Naming Sprint
• Selecting the Perfect Name
• Testing and Validating Your Name
• Launching Your Brand Name
• Conclusion

The Power of a Name

Jeremy Miller begins by discussing the significance of a brand name, explaining that it serves as the first point of contact between a business and its audience. A great name can evoke emotions, tell a story, and set expectations for the brand experience. Miller emphasizes that a brand name should not only be memorable but also reflect the company's values and aspirations. He argues that the right name can differentiate a brand in a crowded marketplace, making it more appealing and recognizable.

"A great name evokes emotions and positions the brand, two important elements of marketing and establishing your brand identity." - Jeremy Miller

The author highlights examples of iconic brands, such as Apple and Nike, whose names are not only memorable but also synonymous with their brand identities. These names play a crucial role in the companies' success by conveying their core messages and values to the world. Miller stresses that a brand name is a long-term investment and should be chosen with care and strategic foresight.