Naming the New: How to Name your Innovation
4:00pm, Atkinson Hall Auditorium
ABSTRACT: What do you call a thing that's never been called anything before? In this talk, you'll learn how to name and describe an innovation. Anthony Shore will illustrate the principles and practice of brand naming using case histories of innovations he's named, like Jaunt VR, the Lytro light field camera, and the forthcoming Cinder sensing cooker. Expect to laugh, to cry, and to learn a lot about naming things. Especially the crying part, because naming is really hard.
BIO: Anthony Shore names things. With 25 years experience, Anthony has introduced more than 160 product and company names to the world. Anthony created corporate names like Lytro, Jaunt VR, Freescale Semiconductor, Yum Brands, and Pattern Energy. He's named products like the Cinder sensing cooker, Qualcomm Snapdragon, Photoshop Lightroom, Soy Joy protein bars, Dreyer's Slow Churned ice cream, and Laughing Glass Cocktails. Anthony has spoken at the Pivot Conference and appeared in The New York Times, The Boston Globe, and The Wall Street Journal. He received his Linguistics degree with honors from UC Santa Cruz.Anthony writes about the principles and practice of brand naming at OperativeWords.com.