The Name Game

Do you know who created the names of popular brands Nike, Coach and Lexus?
How about Ninja, Free People and Calphalon? If not, you may be able to find out
using an online search engine. I highly recommend the one from that up-and-coming brand named Google.*


*This is a joke. I know they’re now more popular than Ask Jeeves.

Macy’s Merchandising Group (MMG)

My first attempt at naming was while working at MMG in New York. It was hard, but I grew to love it. The first name I got approved and trademarked was bar III. It’s one of my favorites and I still get a rush when I see the logo online or in a Macy’s store.

Bluestem Brands

I’m on a bit of a hot streak. Over the past three years, I’ve created 10 trademarkable names for private-label brands in fashion, toys, kids and home. Yes, I’m counting that never-launched travel website, although my feelings are still too hurt to mention its name here.