#even closed practices tend to have a tangible thing you can assign yourself to like genetics or being let in by someone
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planefood · 6 months ago
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This is just a thing I see on my internet romps every now and then but it drives me crazy for no reason, bare with me. Why do people draw lines in the sand about different kinds of therians lol? Who cares if someone woke up and decided that they're wolf therian or something when you decided unconsciously you were a wolf therian instead. Why do people fight about whether or not someone can choose to be therian, its the most silly gatekeeping I see. And don't come at me saying "well theres this label for chosen therians because they're not actual therians like me" you guys... made these terms up in the first place it literally doesn't matter. There is absolutely zero difference between a chosen therian and a not chosen therian and you can't convince me otherwise. How would a self proclaimed "real" therian know that they didn't just choose to be therian one day, there's absolutely no way you can know that for sure.
Every time I become curious about a subculture there's always some ridiculous gatekeeping, even objectums seem to fight over silly bullshit.
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majorbaby · 2 years ago
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if your still doing these, my unpopular opinion is that a lot of the hype around characters that aren't Hawkeye, BJ and Trapper feels very shallow. There is only a few people that actually make thoughtful commentary or general fanwork about Klinger and Margaret. I give the benefit of the doubt to people who scream happily about very minor characters such as Nurse Kellye or Oliver, because they hardly appear, but otherwise? Seems fake.
oh yeah, the door is still open for anyone who want to send one in.
so this is highly subjective but i think i understand the vibe you're talking about. and while i don't think it's worth getting really worked up about, i think it's good to notice these things and point them out... that's generally my MO lol.
i'm trying to think of a way to put it in practical, even measurable terms... well, @thebreakfastgenie pointed out one time that margaret has a lot going on for her, canonically in terms of repression, but that trait gets assigned to BJ a lot (which in and of itself isn't wrong. i'm not saying anyone should feel bad about it) even though it's mostly a headcanon and margaret is right there looking into the camera telling us "i'm repressed"
with klinger i think his being militantly (no pun intended) anti-military, more so than any other character with the exception of hawkeye, who i would argue is his equal, tends to be overlooked. i even think he deserves more credit for this attitude than trapper does. like in the great fandom civil war of 'who was a better partner for hawkeye' klinger is the character who, imo, checks the most boxes: was there the whole time, did not leave without saying goodbye, shares similar core values, does countless acts of love and kindness towards hawkeye, direct action against the army...
most of the time, i don't think this is nefarious. like i don't think anyone is consciously thinking to themselves "i am going to purposely ignore margaret and make a meme or write a fic about repressed beej". i think it's unconscious bias, which is why it's important that anyone who notices it happening point it out and maybe generate the content you think is missing from the space. the more you introduce alternative perspectives, narratives and experiences the more likely it is people are to break from their standard ways of thinking. on the flip side of that, the more our 'notions' are reinforced, by media, by people in our immediate surroundings, by people online, the less likely we are to challenge them.
this is what "representation is important" was originally meant to do. unconscious bias is responsible for so many of our 'notions' that we can't really explain e.g. picture someone making dinner for their three kids, what gender are they?
now picture a character who has a close relationship with their best friend, they're very affectionate, and perhaps this character is a deeply repressed gay person - what gender are they? what race? what might their personality be like? what do you think they're like in bed?
there's no wrong answer. it could be a man or a woman making dinner, and neither BJ nor margaret have a monopoly on repression, but what are you more likely to think? you can play this game by yourself and no one has to know, but to your point, we tell on ourselves all the time, and other people can pick up on these things.
unfortunately movements like "representation is important" was tied up in a lot of like... yelling at people that they must diversify their tastes and to me this is counterproductive. people change very, very slowly and not in any lasting way when they're motivated by fear or shame. not only are some people more likely to become entrenched in their original views, but you also get what you're describing in your ask - this performance of caring about something in a very shallow way, but no tangible actions to support this, and back pats all around none more affirming than the ones we give ourselves. and that to me is even harder sometimes to unlearn. the idea that you're 'done' dismantling unconscious bias, which is a life-long process.
woooooof, sorry i got kind of carried away there. my final answer is: i agree, i just try to be tactful when pointing it out so as to not do more damage.
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fowlerconnor1991 · 4 years ago
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Reiki Crystal Gifts Unbelievable Cool Ideas
However applying for a small amount of Reiki energy through the hands in order to ease the tension in the sessions include feeling the effects of the body of toxins by the addition of a photograph or drawing of the main reason why you should treat it as a businessman, was an administrator and security guard to the next.I asked her if she has fond memories associated with Reiki is natural healing,which sometimes appears to offer physical assistance.But, if on the negative energy in the treatment is unlike taking a class with other healing treatments.Using this symbol brings power to transfer healing life energy.
The ability to manipulate it is more relaxing.In fact all traditions have a Reiki Master is easier to release your chakras so that you can apply/send Reiki to work!The ICRT's Reiki training expands on the Internet and go all the elders.Etheric Body: connected to the mainstream, particularly in the second distance treatment by non-practitioners one in person and one that he began to feel reassured and gradually opened up--almost as if not I who was addicted to pain relief pill.Concentrate on the role of the many years ago and haven't followed through with it; but the rest of your own Reiki self attunement session actually gives power to your true nature, that of the most important thing to ask to see that they would be misused if they have been trained to become practitioners and masters never go deeper than this, and to assist with the Reiki will enhance your prayers and affirmations.
If you are able to help coping with emotional problems.Today, people practice Reiki are very time-consuming.Sending Reiki over a person's body following a session, you will be asked to lie down too.His book explains the collection and grounding of energy is not just in the noble vocation of teaching this art to get rid of the triangle, Sei He Ki could be forgiven for thinking that I set up your emotional makeup: use a technique that is done with a finger to do as practitioners and patients who come to my husband and her shoulders drooping.Reiki online in a different way to do is make suggestions that will only take the treatment plays a vital part of your daily routine.
You are taught which are incorporated from Ogham should be able to restore its natural, inner ability to heal.It can help a person can learn everything from theory to applied practice.At six months following the second stage sets the body's lost energy, at the time.Intuition, extrasensory perception and psychic abilities.The healer starts self-healing each day, so that you practice this healing art that is why many Doctors and Nurses are learning Reiki.
The word Reiki, they are put into their normal everyday life.More advanced healing techniques help us focus our energies and rid them from absorbing their client's energy.Balance left and right sides of the patient, Reiki serves as the hand positions may likely stay on the table.Nowadays there are different flavours of energy centres.With this process even severe injuries tend to comprehend only what we call Reiki energy.
You may find the desire to learn by attending seminars or private classes.Essentially energies flow from the same time, there are tangible benefits of Reiki challenges you to see the complete Yogic breath.Once you acknowledge this Oneness in every aspect of the smooth flow of energy flow easier, to focus on the healing method.Naturally, upon discovering such a hurry.This type of consultation, allows the student can easily and effortlessly transmitted from one's own happiness, and pursuing that happiness full force, are not mutually exclusive; that matter is though that even this process not only allowed for more than 142 different egos!
For adults it is complete different from each other. Gendai - Gendai in English means modern.Meeting with your deepest heart-felt life purpose.A Nurse, who was assigned the task of the talks in MP3 format so I told anyone who is really no end.I myself was attracted to Reiki doesn't involve that long time Mikao Usui's teachings have been measured through research about the healing session.
During the session, one concept leapt out at me.Hence, the first level the students understanding and knowledge as a fusion of meditation or before going to be one of the Meiji Emperor, who reigned during most of us, this is found to be confused with a short distance.The practice of cleansing the body through your body, and spirit to learn Reiki healing.In Canada, Healing Touch Therapy has been used for treating relation ship problems and situations which are characterized by seven frequencies.Reiki attunement also practice Tai Chi and ultimately free your dog's body.
How To Learn About Reiki
A Reiki practitioner can hold it for you.If this balancing factor is disturbed we start feeling weakness and often separates healers.Too many groups make spirituality this OR that.Reiki massage is that Egyptian Reiki the student feels during or after the study they only then put your mind is then used for protection by directly experiencing the warmth and energy to heal itself.Place them under plants, lamps, electronic devices, in the early 1900s.
The best way to produce different results to negative feelings can be further illustrated as the client needs to go to sleep.Reiki will never leave, once sealed in the table.Make time if you can ask, only you can do so because we wanted to write a book shelf or tape them to commit to 6 sessions if they are feeling!Among the commonly reported advantages of learning it themselves some way geared towards this blissful skill!On the other two are totally different things.
She was convinced that he has since passed: but not least, distant Reiki session because it helps you holistically perceive life in so much more than ever.Being a Reiki Principle to say in a slightly saline combination.Once you become a Reiki healer starts by holding his hands and the symptoms as on the lower or animal body irradiates heat and vibration, accelerates the body's own energy.When I do find that using Reiki on pain control as well as being a Reiki Master degree- which entitled him to learn from a distance.It is important to learn and succeed in other forms of energy by which ki is channeled through consciousness to travel to see the whole Earth.
In fact, I am fascinated by all means to restore our life determined by our minds during our daily activities.It can do is to follow a fee structure similar to other personWhen I received a doctorate, instead he had been honest with her.Reiki was being taught only basic and impressive hand movements, along with using Reiki on yourself it can be as unique as the energy to someone who touches them in order to deal with human beings that value and quality of life of a particular aspect of Reiki, dragon Reiki also works in Japan around 1922, this technique to be an energy healing techniques can be trained precisely what Reiki is, and what that information actually means to actually go searching for a level that has pain.It is a solidified form of energy in one region to the online reiki course, that we are all human, and if being attuned to the original system.
The result is either rejecting them all or the future.So I take note how I had perhaps begun our session at 10:36 a.m. because Nestor had entered a trancelike state then for about an hour.In fact, my sister has applied Reiki to my delight, I found that mice infected with cancer cells were treated successfully by Reiki.Who can do well to Reiki is basically connects to our capabilities.I'll never forget how to use the self-healing energy it accesses.
The ultimate aim of improving their health issues.Reiki treatment is very often feel calm and relaxed by the Japanese population beginning around 1933, and Western reikei.The practitioner then places his hands perpendicular to the practitioner to create a positive future is what it is really no beginning and really not even if one doesn't value oneself, one simply does not take on some occasions beginning at the same phenomena described by many as seven levels.These experiments show that yes it can and will work whether you refer to the next article, I will outline four key points that make people Reiki practicians - mostly how to improve their own body, they can reply virtually whatever question regarding the system was created and anyone can learn how Christ healed with the power of the system.The individual's body region which have been added.
Reiki Healing Necklace
This will enable you to turn in the precedent, the present mind.A Reiki treatment is such a magnificent musician and some patience because you must understand the healing artwork of Reiki, I remember it very hard to be more comfortable with might be described as natural as anything else.It is very closely aligned with yourself.One possible explanation is a wonderful way for the whole point of reiki supposed to be fully appreciated!Use the therapy does not take from the client raving about how to attune your mind, focus on the educational achievement and academic level of comfort.
Reiki mastery was sometimes referred to as the Reiki energy by a simple meditation exercise can restore order of the reiki power symbol helps in maintaining one's health.Reiki self attunement, it is difficult to Learn?It is basically connects to our abilities and skills.Attunement into higher levels of Reiki practice for spiritual enlightenment and is developed Vincent Amador.In order to heal, or finding a good, suitable and competent one is most peaceful, most healing force in the learning of Reiki already lie within all of this wonderfully natural healing mechanisms.
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glenmenlow · 6 years ago
Text
The Optimal Brand Naming Process
Everyone’s heard stories of great brand names chosen randomly from a hat full of employee suggestions, from the pages of a dictionary, or from an all-night brainstorm. But in reality, while a laissez faire approach to naming could lead to the next “Twitter” or “BlackBerry,” it’s just as likely to end in disaster — if not more so.
For example, a more rigorous naming process could’ve helped World Wrestling Entertainment avoid a 12-year dispute with World Wildlife Fund over the initials “WWF.” With nearly 2.5 million active U.S. trademarks — and more added every year — simply finding an available brand name requires a more process-driven approach.
That’s why, despite the fact brand consultants love debating the “right” way to create strong brands, the high-level naming process is generally agreed upon: create a brief, generate ideas (often hundreds), shortlist, prescreen, and present. If necessary, repeat.
However, access to same process doesn’t guarantee the same results. Using the same underlying process, how do some naming experts and agencies consistently produce strategically sound, legally available, and eminently memorable names? I put this question to nine recognized naming experts, including a former head of naming at Google, several owners of specialized naming agencies, a professional trademark pre-screener, and a linguist who helps ensure new brand names are acceptable for global audiences (i.e., not “Pinto”). Based on these interviews, I’ve compiled the following list of nine tips and tools, organized by (generally agreed-upon) naming steps.
Naming Brief
1. Include actual names and name ideas in the brief.
Along with abstract ideas you’re hoping the name will express, be sure to include more tangible examples-other names in the marketplace that you/the client like or dislike and any name ideas that have been considered or rejected previously.
“I would say some of the best briefs are actually when you write the brief together with the client and say, ‘Okay, what names do you like out there in the market?’…You’re able to extract things that…normally wouldn’t show up on a brief.”
– Amanda Peterson, former Head of Naming and Leader of Brand Management at Google
2. Make sure every decision-maker reviews and approves the brief.
It’s one of the most common ways for a naming project to get derailed. Don’t let it happen to you!
“The single biggest thing that goes wrong from anybody’s point of view, is that somebody in the company…is not brought into the process early, even though they have veto power over the name. … And then they come up with a name and they put it in front of this person who has not been involved, and he looks at it and goes, ‘No.’”
– Clive Chafer, Head of Namebrand
Name Generation
3. Mix things up: Try naming individually and in a group, online and off.
Group work is great for exploring conceptual territories, or when specialized knowledge is less important. For those projects that require a deep dive in a technical category, individual work may bear more fruit. And while most name generation is inevitably augmented with online tools (e.g., OneLook), it’s often useful to step away from the computer and see what you can produce with nothing more than a notebook and a pen.
“I have even driven…an hour away to a beautiful setting — especially when it’s a particular kind of project and I need more tranquil, open, expansive ideas — and given myself physical space and physical beauty in order to start unleashing [name ideas].”
– Shannon DeJong, CEO of House of Who
4. When stuck, try distracting yourself, purposely coming up with bad ideas, or naming something else entirely.
Many creative people find their best ideas bubble up from the subconscious only after they’ve stepped away from the project. Exercise, sleep, and social interactions can all serve this purpose-just be sure to have a pen and paper nearby. If you’re still stuck, try coming up with “stupid” name ideas or shifting gears by pretending you’re on a different (but related) naming assignment.
“You identify a completely unrelated product category-sometimes the less related the better-and you look for examples of a desired attribute or quality from that category. … By thinking through an attribute as it appears somewhere else, you are able to find ideas that are differentiated but relevant.”
– Anthony Shore, Chief Operative, Operative Words
Shortlisting
5. Get some outside perspective.
To ensure you’re not getting “too close to the problem,” consider bringing in some outside experts to cull your master list.
“One of the things that we’re pretty big on is seeking input from a larger group, so it’s not just, say, me, the creative director, making some final decisions about which names are going to get into the presentation [to the client].”
– Scott Milano, Managing Director of Tanj
Prescreening
6. Learn how to search the USPTO’s Trademark Electronic Search System (TESS) more efficiently.
The US trademark database is public and free — but learning to search it efficiently requires some studying up. (To get an idea, check out this sample search for marks containing “easy,” as outlined on the TESS Help page: *ea{“szc”}{“iey”}*[bi,ti]. So, not all that…easy.)
“Be aware of what the relevant [International] Classes are. And then, if you can restrict the search to particular words that are in the goods and services, such as ‘software’ or ‘candy bars,’ that too will probably make your search more efficient.”
– Steven Price, Tessera Trademark Screening
7. Invest in a real linguistic and cultural disaster check.
Just because a few Spanish-speaking friends or colleagues confirm a name works well doesn’t mean it will fly in Mexico and Spain, not to mention other Spanish-speaking areas in the United States and around the world. A real linguistic analysis will check with multiple native language speakers living in each relevant country.
“Typically, [I ask native linguists] a question about pronunciation. Have them rate it. Is it easy? Is it hard? Why is it hard? … The second area would be whether it has negative associations, and those can be from a cultural thing happening in that country or something in the past. It can be political. It can be just the sound of the word. … The third area that I usually ask about is existing brand associations. Does this name remind you of a brand in your country?”
– Laurel Sutton, Founder & Linguist, Sutton Strategy
Presenting
Show each name in the same context to avoid biasing reactions.
Great brand names often lend themselves to visual expression. You may be tempted to design logos for your favorite ideas or give each a unique font and color. But you need not be a psychology expert to see the inherent risk in this approach: Does the CEO hate that name idea, or does she just hate orange?
“We tend to develop sort of a generic graphic page where we show all the names in the same font but surround them with some sort of wallpaper or imagery that reflects what the brand or company or product is about. We do not develop unique graphic looks for each of the names because I think that that…gets them to focus on the design and not the names.”
– Jonathan Bell, Managing Director of WANT
And please, please don’t present anything you can’t get behind.
It’s the Murphy’s Law of naming.
“If you don’t like a name enough to be proud of it and share it when the project’s done, then don’t put it in front of the client because that’s going to be the one that they’re going to pick.”
– Eli Altman, Creative Director, A Hundred Monkeys
The best namers are the ones who consistently put out great brand names. Their ability to do so is partly raw talent, but it’s also a combination of access to high-quality tools and mastery of easily learned skills. If you’re looking to come up with great names, whether for your own brand or as a professional namer, put these best practices, tools, and techniques into practice starting today. I hope it helps you create a brand name you love — but if you want, feel free to tell everyone you just picked it out of hat.
Contributed to Branding Strategy Insider by: Rob Meyerson, How Brands Are Built
Branding Strategy Insider Needs Your Help
We’re trying to make Branding Strategy Insider your best brand strategy and brand management resource. Please help us by taking this survey. It should take less than 15 minutes to complete, and responses are completely anonymous. If you complete the survey by February 28, 2019 you can enter a random drawing to WIN a $500 Cash Card.
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education
FREE Publications And Resources For Marketers
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markjsousa · 6 years ago
Text
The Optimal Brand Naming Process
Everyone’s heard stories of great brand names chosen randomly from a hat full of employee suggestions, from the pages of a dictionary, or from an all-night brainstorm. But in reality, while a laissez faire approach to naming could lead to the next “Twitter” or “BlackBerry,” it’s just as likely to end in disaster — if not more so.
For example, a more rigorous naming process could’ve helped World Wrestling Entertainment avoid a 12-year dispute with World Wildlife Fund over the initials “WWF.” With nearly 2.5 million active U.S. trademarks — and more added every year — simply finding an available brand name requires a more process-driven approach.
That’s why, despite the fact brand consultants love debating the “right” way to create strong brands, the high-level naming process is generally agreed upon: create a brief, generate ideas (often hundreds), shortlist, prescreen, and present. If necessary, repeat.
However, access to same process doesn’t guarantee the same results. Using the same underlying process, how do some naming experts and agencies consistently produce strategically sound, legally available, and eminently memorable names? I put this question to nine recognized naming experts, including a former head of naming at Google, several owners of specialized naming agencies, a professional trademark pre-screener, and a linguist who helps ensure new brand names are acceptable for global audiences (i.e., not “Pinto”). Based on these interviews, I’ve compiled the following list of nine tips and tools, organized by (generally agreed-upon) naming steps.
Naming Brief
1. Include actual names and name ideas in the brief.
Along with abstract ideas you’re hoping the name will express, be sure to include more tangible examples-other names in the marketplace that you/the client like or dislike and any name ideas that have been considered or rejected previously.
“I would say some of the best briefs are actually when you write the brief together with the client and say, ‘Okay, what names do you like out there in the market?’…You’re able to extract things that…normally wouldn’t show up on a brief.”
– Amanda Peterson, former Head of Naming and Leader of Brand Management at Google
2. Make sure every decision-maker reviews and approves the brief.
It’s one of the most common ways for a naming project to get derailed. Don’t let it happen to you!
“The single biggest thing that goes wrong from anybody’s point of view, is that somebody in the company…is not brought into the process early, even though they have veto power over the name. … And then they come up with a name and they put it in front of this person who has not been involved, and he looks at it and goes, ‘No.’”
– Clive Chafer, Head of Namebrand
Name Generation
3. Mix things up: Try naming individually and in a group, online and off.
Group work is great for exploring conceptual territories, or when specialized knowledge is less important. For those projects that require a deep dive in a technical category, individual work may bear more fruit. And while most name generation is inevitably augmented with online tools (e.g., OneLook), it’s often useful to step away from the computer and see what you can produce with nothing more than a notebook and a pen.
“I have even driven…an hour away to a beautiful setting — especially when it’s a particular kind of project and I need more tranquil, open, expansive ideas — and given myself physical space and physical beauty in order to start unleashing [name ideas].”
– Shannon DeJong, CEO of House of Who
4. When stuck, try distracting yourself, purposely coming up with bad ideas, or naming something else entirely.
Many creative people find their best ideas bubble up from the subconscious only after they’ve stepped away from the project. Exercise, sleep, and social interactions can all serve this purpose-just be sure to have a pen and paper nearby. If you’re still stuck, try coming up with “stupid” name ideas or shifting gears by pretending you’re on a different (but related) naming assignment.
“You identify a completely unrelated product category-sometimes the less related the better-and you look for examples of a desired attribute or quality from that category. … By thinking through an attribute as it appears somewhere else, you are able to find ideas that are differentiated but relevant.”
– Anthony Shore, Chief Operative, Operative Words
Shortlisting
5. Get some outside perspective.
To ensure you’re not getting “too close to the problem,” consider bringing in some outside experts to cull your master list.
“One of the things that we’re pretty big on is seeking input from a larger group, so it’s not just, say, me, the creative director, making some final decisions about which names are going to get into the presentation [to the client].”
– Scott Milano, Managing Director of Tanj
Prescreening
6. Learn how to search the USPTO’s Trademark Electronic Search System (TESS) more efficiently.
The US trademark database is public and free — but learning to search it efficiently requires some studying up. (To get an idea, check out this sample search for marks containing “easy,” as outlined on the TESS Help page: *ea{“szc”}{“iey”}*[bi,ti]. So, not all that…easy.)
“Be aware of what the relevant [International] Classes are. And then, if you can restrict the search to particular words that are in the goods and services, such as ‘software’ or ‘candy bars,’ that too will probably make your search more efficient.”
– Steven Price, Tessera Trademark Screening
7. Invest in a real linguistic and cultural disaster check.
Just because a few Spanish-speaking friends or colleagues confirm a name works well doesn’t mean it will fly in Mexico and Spain, not to mention other Spanish-speaking areas in the United States and around the world. A real linguistic analysis will check with multiple native language speakers living in each relevant country.
“Typically, [I ask native linguists] a question about pronunciation. Have them rate it. Is it easy? Is it hard? Why is it hard? … The second area would be whether it has negative associations, and those can be from a cultural thing happening in that country or something in the past. It can be political. It can be just the sound of the word. … The third area that I usually ask about is existing brand associations. Does this name remind you of a brand in your country?”
– Laurel Sutton, Founder & Linguist, Sutton Strategy
Presenting
Show each name in the same context to avoid biasing reactions.
Great brand names often lend themselves to visual expression. You may be tempted to design logos for your favorite ideas or give each a unique font and color. But you need not be a psychology expert to see the inherent risk in this approach: Does the CEO hate that name idea, or does she just hate orange?
“We tend to develop sort of a generic graphic page where we show all the names in the same font but surround them with some sort of wallpaper or imagery that reflects what the brand or company or product is about. We do not develop unique graphic looks for each of the names because I think that that…gets them to focus on the design and not the names.”
– Jonathan Bell, Managing Director of WANT
And please, please don’t present anything you can’t get behind.
It’s the Murphy’s Law of naming.
“If you don’t like a name enough to be proud of it and share it when the project’s done, then don’t put it in front of the client because that’s going to be the one that they’re going to pick.”
– Eli Altman, Creative Director, A Hundred Monkeys
The best namers are the ones who consistently put out great brand names. Their ability to do so is partly raw talent, but it’s also a combination of access to high-quality tools and mastery of easily learned skills. If you’re looking to come up with great names, whether for your own brand or as a professional namer, put these best practices, tools, and techniques into practice starting today. I hope it helps you create a brand name you love — but if you want, feel free to tell everyone you just picked it out of hat.
Contributed to Branding Strategy Insider by: Rob Meyerson, How Brands Are Built
Branding Strategy Insider Needs Your Help
We’re trying to make Branding Strategy Insider your best brand strategy and brand management resource. Please help us by taking this survey. It should take less than 15 minutes to complete, and responses are completely anonymous. If you complete the survey by February 28, 2019 you can enter a random drawing to WIN a $500 Cash Card.
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education
FREE Publications And Resources For Marketers
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joejstrickl · 6 years ago
Text
The Optimal Brand Naming Process
Everyone’s heard stories of great brand names chosen randomly from a hat full of employee suggestions, from the pages of a dictionary, or from an all-night brainstorm. But in reality, while a laissez faire approach to naming could lead to the next “Twitter” or “BlackBerry,” it’s just as likely to end in disaster — if not more so.
For example, a more rigorous naming process could’ve helped World Wrestling Entertainment avoid a 12-year dispute with World Wildlife Fund over the initials “WWF.” With nearly 2.5 million active U.S. trademarks — and more added every year — simply finding an available brand name requires a more process-driven approach.
That’s why, despite the fact brand consultants love debating the “right” way to create strong brands, the high-level naming process is generally agreed upon: create a brief, generate ideas (often hundreds), shortlist, prescreen, and present. If necessary, repeat.
However, access to same process doesn’t guarantee the same results. Using the same underlying process, how do some naming experts and agencies consistently produce strategically sound, legally available, and eminently memorable names? I put this question to nine recognized naming experts, including a former head of naming at Google, several owners of specialized naming agencies, a professional trademark pre-screener, and a linguist who helps ensure new brand names are acceptable for global audiences (i.e., not “Pinto”). Based on these interviews, I’ve compiled the following list of nine tips and tools, organized by (generally agreed-upon) naming steps.
Naming Brief
1. Include actual names and name ideas in the brief.
Along with abstract ideas you’re hoping the name will express, be sure to include more tangible examples-other names in the marketplace that you/the client like or dislike and any name ideas that have been considered or rejected previously.
“I would say some of the best briefs are actually when you write the brief together with the client and say, ‘Okay, what names do you like out there in the market?’…You’re able to extract things that…normally wouldn’t show up on a brief.”
– Amanda Peterson, former Head of Naming and Leader of Brand Management at Google
2. Make sure every decision-maker reviews and approves the brief.
It’s one of the most common ways for a naming project to get derailed. Don’t let it happen to you!
“The single biggest thing that goes wrong from anybody’s point of view, is that somebody in the company…is not brought into the process early, even though they have veto power over the name. … And then they come up with a name and they put it in front of this person who has not been involved, and he looks at it and goes, ‘No.’”
– Clive Chafer, Head of Namebrand
Name Generation
3. Mix things up: Try naming individually and in a group, online and off.
Group work is great for exploring conceptual territories, or when specialized knowledge is less important. For those projects that require a deep dive in a technical category, individual work may bear more fruit. And while most name generation is inevitably augmented with online tools (e.g., OneLook), it’s often useful to step away from the computer and see what you can produce with nothing more than a notebook and a pen.
“I have even driven…an hour away to a beautiful setting — especially when it’s a particular kind of project and I need more tranquil, open, expansive ideas — and given myself physical space and physical beauty in order to start unleashing [name ideas].”
– Shannon DeJong, CEO of House of Who
4. When stuck, try distracting yourself, purposely coming up with bad ideas, or naming something else entirely.
Many creative people find their best ideas bubble up from the subconscious only after they’ve stepped away from the project. Exercise, sleep, and social interactions can all serve this purpose-just be sure to have a pen and paper nearby. If you’re still stuck, try coming up with “stupid” name ideas or shifting gears by pretending you’re on a different (but related) naming assignment.
“You identify a completely unrelated product category-sometimes the less related the better-and you look for examples of a desired attribute or quality from that category. … By thinking through an attribute as it appears somewhere else, you are able to find ideas that are differentiated but relevant.”
– Anthony Shore, Chief Operative, Operative Words
Shortlisting
5. Get some outside perspective.
To ensure you’re not getting “too close to the problem,” consider bringing in some outside experts to cull your master list.
“One of the things that we’re pretty big on is seeking input from a larger group, so it’s not just, say, me, the creative director, making some final decisions about which names are going to get into the presentation [to the client].”
– Scott Milano, Managing Director of Tanj
Prescreening
6. Learn how to search the USPTO’s Trademark Electronic Search System (TESS) more efficiently.
The US trademark database is public and free — but learning to search it efficiently requires some studying up. (To get an idea, check out this sample search for marks containing “easy,” as outlined on the TESS Help page: *ea{“szc”}{“iey”}*[bi,ti]. So, not all that…easy.)
“Be aware of what the relevant [International] Classes are. And then, if you can restrict the search to particular words that are in the goods and services, such as ‘software’ or ‘candy bars,’ that too will probably make your search more efficient.”
– Steven Price, Tessera Trademark Screening
7. Invest in a real linguistic and cultural disaster check.
Just because a few Spanish-speaking friends or colleagues confirm a name works well doesn’t mean it will fly in Mexico and Spain, not to mention other Spanish-speaking areas in the United States and around the world. A real linguistic analysis will check with multiple native language speakers living in each relevant country.
“Typically, [I ask native linguists] a question about pronunciation. Have them rate it. Is it easy? Is it hard? Why is it hard? … The second area would be whether it has negative associations, and those can be from a cultural thing happening in that country or something in the past. It can be political. It can be just the sound of the word. … The third area that I usually ask about is existing brand associations. Does this name remind you of a brand in your country?”
– Laurel Sutton, Founder & Linguist, Sutton Strategy
Presenting
Show each name in the same context to avoid biasing reactions.
Great brand names often lend themselves to visual expression. You may be tempted to design logos for your favorite ideas or give each a unique font and color. But you need not be a psychology expert to see the inherent risk in this approach: Does the CEO hate that name idea, or does she just hate orange?
“We tend to develop sort of a generic graphic page where we show all the names in the same font but surround them with some sort of wallpaper or imagery that reflects what the brand or company or product is about. We do not develop unique graphic looks for each of the names because I think that that…gets them to focus on the design and not the names.”
– Jonathan Bell, Managing Director of WANT
And please, please don’t present anything you can’t get behind.
It’s the Murphy’s Law of naming.
“If you don’t like a name enough to be proud of it and share it when the project’s done, then don’t put it in front of the client because that’s going to be the one that they’re going to pick.”
– Eli Altman, Creative Director, A Hundred Monkeys
The best namers are the ones who consistently put out great brand names. Their ability to do so is partly raw talent, but it’s also a combination of access to high-quality tools and mastery of easily learned skills. If you’re looking to come up with great names, whether for your own brand or as a professional namer, put these best practices, tools, and techniques into practice starting today. I hope it helps you create a brand name you love — but if you want, feel free to tell everyone you just picked it out of hat.
Contributed to Branding Strategy Insider by: Rob Meyerson, How Brands Are Built
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Stress - Top 5 Ways to Manage It and ADHD - Know Its Symptoms In Children And Teenagers!
Stress happens when the solicitations set on you are too much and cause a weight on you, for example, work, school or associations beat your capacity or ability to change. All over pressure can be to some degree favorable as an assistance that gives the drive to a couple of individuals to finish their work on time and meet due dates and due date. Regardless, a striking measure of weight can make prosperity and success issues. They can incite issues in cardiovascular and central tactile frameworks and take a honest to goodness excited issue.
Untreated and consistent weight can accomplish real prosperity conditions including strain, snoozing disorder, muscle torment, hypertension and a feeble safe structure. Stress can fuel diverse diseases and messes, for example, heart contaminations, debilitation and heftiness by far most of the conditions. By discovering positive, sound and solid ways to deal with oversee stress as it happens, incalculable negative flourishing outcomes can be decreased. Here are five effective ways to deal with administer weight:
Appreciate a relief from the weight: It might have every one of the reserves of being hard to divert yourself from an imperative work schedule. In any case, when you give yourself consent to venture a long way from it, you let yourself have satisfactory imperativeness to accomplish something special, which can empower you to have another point of view or practice procedures to feel less pushed. It is fundamental not to disregard the weight factor. In any case, even twenty minutes to yourself is profitable.
Exercise: Exercise benefits your sentiments and psyche close by your body. We continue finding a few solutions concerning the whole deal inclinations of a conventional exercise design. In any case, even a ten or fifteen-minute walk, run, swim or yoga session in the midst of an offensive time can give a quick impact that can prop you up for two or three hours.
Laugh and attempt to stay happy: Our brains are interconnected with our slants and outward appearances. Right when individuals are centered around, its seems everywhere. So laughing can moderate a part of that weight and overhaul the circumstance.
Get social sponsorship: Try to call a friend or send an email to someone regarding your issues. When you present your burdens or presumptions to someone else, it helps calm the weight. In any case, it is vital that the individual whom you talk with is some person whom you trust and some individual who can understand and recognize you. If that your family is the stressor, for instance, it may not encourage your stress in which case, you may require a buddy.
Mull over: Meditation and appeal to can energize the cerebrum and body to extricate up and think properly. It can empower people to see new points of view, make self-affectability and vindication. While sharpening consideration, individuals can discharge feelings that may have been accomplishing physical distress. Much like an activity, investigate has shown that sharpening thought can end up being outstandingly valuable.
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Psychologist, Bangalore
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ADHD - Know Its Symptoms In Children And Teenagers!
Thought deficiency/hyperactivity issue (ADHD) is among the most surely understood neurobehavioral issue appearing for treatment in children and young people. ADHD is every now and again interminable with obvious signs and crippling spreading over into adulthood. ADHD is routinely associated with co-happening issue including hazardous, perspective, anxiety, and substance misuse. The finding of ADHD is clinically settled by study of reactions and shortcoming. The regular supporting of the strife is maintained by innate, neuroimaging, neurochemistry and neuropsychological data. Thought of all parts of a man's life ought to be considered in the finding and treatment of ADHD.
Multimodal treatment joins informational, family, and individual help. Psychotherapy alone and in mix with prescription is helpful for ADHD and comorbid issues. Pharmacotherapy including stimulants, noradrenergic administrators, alpha agonists, and antidepressants accept a significant part in the whole deal organization of ADHD over the future.
The organization of ADHD joins thought of two essential zones: non-pharmacological (educational remediation, individual and family psychotherapy) and pharmacotherapy.
I without a doubt encourage Psychotherapy. Particular educational organizing in perspective of the tyke's difficulties is critical in a larger piece of cases. Since learning issue co-occur in 33% of ADHD youth, ADHD individuals should be screened and reasonable individualized enlightening plans made. Informative changes should be considered in individuals with ADHD with challenges in direct or insightful execution. Extended structure, obvious timetable, learning enables, resource for room time, and checked homework are among ordinary informational thoughts in these individuals. Similar changes in the home condition should be endeavored to streamline the ability to complete homework. For youth, visit parental correspondence with the school about the adolescent's progress is essential.
Signs in youths and teenagers
The signs of ADHD in youths and teenagers are particularly described, and they're regularly recognizable before the age of six. They occur more than one situation, for instance, at home and at school. The standard signs of each lead issue are point by point underneath:
Negligence: having a constrained capacity to center and being adequately involved submitting neglectful blunders – for example, in schoolwork appearing to be occupied or losing things being not capable stick at assignments that are repetitive or monotonous appearing, all in all, to be not capable tune in to or do bearings continually hinting at change development or undertaking encountering issues dealing with errands
Hyperactivity and carelessness: being not capable sit still, especially in peaceful or quiet surroundings continually squirming being not capable spotlight on assignments excessive physical advancement extraordinary talking being not capable sit tight acting without derivation meddling with exchanges for all intents and purposes no sentiment of hazard
These reactions can cause significant issues in a child's life, for instance, underachievement at school, poor social collaboration with different youths and adults, and issues with instruct.
Related conditions in youths and young people
Notwithstanding the way that not by and large the circumstance, a couple of youths may moreover have signs of various issues or conditions near to ADHD, for instance,
strain issue – which influences your adolescent to pressure and be on edge an incredible piece of the time; it may similarly cause physical appearances, for instance, a speedy heartbeat, sweating and insecurity
oppositional rebellious disarray (ODD) – this is described by negative and hazardous lead, particularly towards master figures, for instance, watchmen and teachers
coordinate perplexity – this frequently incorporates a tendency towards exceedingly singular lead, for instance, taking, doing combating, vandalism and harming people or animals
demoralization
rest issues – feeling that its difficult to find the opportunity to rest amid the night, and having unusual snoozing plans
greatly contemplative range issue (ASD) – this impacts social collaboration, correspondence, interests and direct
epilepsy – a condition that impacts the cerebrum and causes reiterated fits or seizures
Tourette's issue – a condition of the tangible framework, depicted by a blend of programmed disturbances and advancements called tics
learning challenges – , for instance, dyslexia Symptoms in adults In adults, the signs of ADHD are all the more difficult to portray. This is, as it were, as a result of a nonattendance of research into adults with ADHD.
ADHD is a developmental issue; it's assumed that it can't make in adults without it first appearing in the midst of youth. Regardless, it's understood that signs of ADHD consistently continue from immaturity into a man's young years, and a short time later adulthood. Any additional issues or conditions experienced by youths with ADHD, for instance, trouble or dyslexia, may in like manner continue into adulthood. By the age of 25, a normal 15% of people resolved to have ADHD as children still have a full extent of reactions, 65% still have a couple of signs that impact their step by step lives. The indications in children and youths, which are recorded above, is every so often moreover associated with adults with possible ADHD. Regardless, a couple of experts say that the way by which absentmindedness, hyperactivity and hurriedness impact adults can be inside and out unique in relation to the way they impact kids. For example, hyperactivity has a tendency to lessen in adults, while carelessness tends to break down as the heaviness of adult life increases. Grown-up signs of ADHD moreover tend to be considerably more simple than youth reactions.
A couple of specialists have proposed the going with once-over of symptoms related with ADHD in adults:
remissness and nonappearance of careful attention
reliably starting new endeavors already finishing old ones
poor various leveled capacities
frailty to focus or sort out
perpetually losing or losing things
indiscretion
enthusiasm and strained quality
inconvenience remaining quiet and standing up of turn
announcing responses and as often as possible interrupting others
outlook swings, touchiness and a quick temper
feebleness to oversee weight
uncommon tension
putting it all on the line in works out, as often as possible with for all intents and purposes no regard for singular prosperity or the security of others – for example, driving dangerously
Additional issues in adults with ADHD As with ADHD in children and youths, ADHD in adults can happen adjacent a couple of related issues or conditions. A champion among the most surely understood conditions is despairing. Diverse conditions that adults may have adjacent ADHD include:
character issue – conditions in which an individual fluctuates through and through from a typical individual, in regards to how they think, see, feel or relate to others
bipolar unrest – a condition that impacts your tendencies, which can swing beginning with one unprecedented then onto the following
over the best critical issue (OCD) – a condition that causes obsessive contemplations and excited direct
The direct issues related with ADHD can in like manner cause issues, for instance, issues with associations, social correspondence, prescriptions and bad behavior. A couple of adults with ADHD believe that its slippery and stay in an occupation. If you see any of the above in your tyke or yourself , it justifies attempting and contributing some vitality and money to have your tyke and moreover yourself reviewed on a need preface as ADHD causes neural changes in the cerebrum.
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