Even big names need help naming
Why star-studded naming projects usually burn out
Celebrities, they’re just like us. They drink iced coffee, they pump gas. Sometimes they have an idea for something, and that something needs a name.
It may come as a surprise that a celebrity would reach out to a naming studio like ours. Public figures often have their own creative teams who are already well-versed in their image, ethos, and how they operate. Heck, usually the celebrity is a creative force in their own right — so how could they need our help?
The truth is, it’s rarely ever a creative challenge that they’re facing. The name of [pop star]’s new line of [mass-produced consumer product] needs to check a lot of boxes, and [pop star] simply doesn’t have the time. But, they have to love the name, and it has to feel authentically them.
Celebrity projects can be a lot of fun, but they come with plenty of obstacles in place from day one. Let’s take a look at why A-list clients aren’t quite A+ clients.
Little to no access to the decision maker
So much of naming comes down to decision-making dynamics. We’ve found that naming projects are most successful when the decision maker is in the (virtual) room, listening and providing feedback along the way. In our experience, not many celebrities are quick to hop on a Zoom call, let alone multiple calls throughout the process.
There’s been an exception or two to this rule, but for the most part, we’re working directly with brand teams, managers, and agents. All of these folks, including us, are left guessing what the client might be into. It’s no surprise that none of us can read their mind, which leaves us taking stabs in the dark.
Yes and…
If you’re a [music mogul] with a net worth of $[very high number] and a hard-earned reputation stemming from decades of work, then you’ve got a lot to be proud of. You also probably don’t hear the word “no” too often.
Any healthy creative process is going to involve difficult conversations and likely some unforeseen obstacles. As namers, we have to give our clients the hard truth and set expectations about how names work, i.e. you can’t legally protect that three-letter word or you’re not going to fall in love with a name at first sight. While most clients are receptive to these truth bombs, most clients don’t have people telling them what they want to hear at all times.
We’ve seen how the impact of a yes culture can find its way into creative exercises like this one, when an open mind is actually essential.
Known unknowns
Naturally, celebrity projects are shrouded in mystery. We’re much less likely to have certain information that can play a role in naming, like what kind of budget is available for a .com acquisition, or how much legal power is behind this trademark? We might assume a lot, but we just don’t know.
Answers to these questions can affect how we approach naming. For instance, our preliminary trademark screening might eliminate certain names that were otherwise fair game with the right Hollywood lawyers. The more we can get ahead of these conversations, the better — but usually we (and even the celebrity’s own teams) are left guessing.
For all of these reasons, celebrity projects aren’t quite set up for success. Admittedly, it’s always thrilling to see a project like this land in our inbox. To be so close to (yet so far from) such an icon? And to imagine all of the places and people our name could reach?!
We’re still hopeful that the right celebrity will come along, eager to riff with us about phonemes and the intricacies of trademark law. Until then, we’ll be content playing their greatest hits.
Thanks to Rose Linke.
