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 Peanut Butter and Strawberry Jam Sandwiches - clear but hard to protect - with distinctive names like Smucker’s Uncrustables, which are unique and ownable. Mike and Ashley explain that naming strategy should align with business goals: private labels can lean o...
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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 Peanut Butter and Strawberry Jam Sandwiches - clear but hard to protect - with distinctive names like Smucker’s Uncrustables, which are unique and ownable. Mike and Ashley explain that naming strategy should align with business goals: private labels can lean o...
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 strategy, and long-term goals. Carr stresses clarifying the name’s purpose, desired tone, and brand archetype, while also choosing the right semantic and tonal style. Even if clients don’t see the full brief, it leads to stronger, more strategic names—whet...
Naming in an AI Age
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 Peanut Butter and Strawberry Jam Sandwiches - clear but hard to protect - with distinctive names like Smucker’s Uncrustables, which are unique and ownable. Mike and Ashley explain that naming strategy should align with business goals: private labels can lean o...
