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...
The Naming Experts: Over 30 Years of Brand-Building Success
Naming in an AI Age
7 minutes
4 months ago
The Naming Experts: Over 30 Years of Brand-Building Success
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); avoid personal names that limit trademarks and growth; and turn plain descriptors into distinctive, suggestive marks.
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...
