Most brands get renamed for the wrong reasons. A new CEO. A rebranding budget. A logo that someone has grown tired of. The name changes. The business does not.

This white paper makes the case for a different approach: that renaming is only justified when the Brand Core has changed, and that when it has, the name becomes the most urgent thing to get right.

Drawing on 26 years of brand naming practice and more than 60 new brand names created across industries, this paper covers the science behind naming, the criteria every name must satisfy, why non-category names consistently outperform category ones over time, and what a brand name can and cannot be asked to do.

It includes a closing note on why chlorophyll is named what it is.