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The Allusionist

Brand It

Got a company or a product or a website you need to name? Well, be wary of the potential pitfalls: trademark disputes; pronounceability; being mistaken for a dead body… Name developer Nancy Friedman explains how she helps companies find the right names, and why so many currently end in ‘-ify’. Plus: The Allusionist’s origin story, with Radiotopiskipper Roman Mars.

Read Nancy’s excellent blog about naming and trends in the language of commerce at

There’s more about this episode at Greet me at and

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