Reinvent or Reinforce? The Go-Big-Or-Go Home Reality of Naming a Modern Offering

For a new brand to stand out and drive consideration, its name must work harder than ever before, according to Lippincott.

In its report, Lippincott provides naming best practices for brand leaders launching new offerings. The big question is what strategy to follow: go with a bold, new name and reinvent what the brand stands for or choose a straightforward name that reinforces the brand.

Use the tips below to make the decision easier:


  • Name like a challenger
  • Too many trademarks
  • Paradox of the halfhearted name.