naming
Place your brand in the right market and connect with the right audience. Right from the start.
The brand name is a verdict. It can mean life or death for a brand.
ANA TUCCI
The challenging path.
A name must work in many dimensions at once.
A brand name has to resonate with culture, stand out in crowded markets, and carry meaning that feels both timeless and fresh. Unlike logos or campaigns, names live in language itself: in the way people speak, remember, and share them.
That makes naming deeply complex. It touches the subjective layers of memory, both individual and collective. A single word can trigger emotions, associations, even unconscious biases. It has to survive translation, evoke the right perception, and spark recognition across different audiences.
At Aurora, we see naming not as wordplay, but as a important part of strategy.
Symbolic Exploration
Every name begins in the symbolic field: archetypes, metaphors, cultural codes. We decode symbols that resonate with your brand’s essence and industry, uncovering the deeper layers of meaning that give a name timeless strength.
Collective & Individual Resonance
A name must live in memory. We study how language shapes both individual recall and collective perception: how it sounds, feels, and embeds itself in cultural and consumer consciousness. This ensures the name is not only heard but remembered.
aurora's criteria
Our ABCDEFG framework ensures every name is more than a word; it’s a strategic asset. We test for Attractiveness, Belonging, Convenience, Distinction, Evocation, Familiarity, and Geo-logical reach, balancing emotion, clarity, and protection from the very start.
Legal &
Market Protection
A powerful name must also be defensible. We evaluate trademark availability, linguistic risks, and registration possibilities with INPI and beyond, ensuring your brand identity is not just inspiring, but secure.
