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Naming The World
Popular Features. New Releases. Naming The World. What are your thoughts in terms of how people and computers will interact in the future to do this job?
Does this have the potential to become a brand? What should the right inputs that an AI should be trained on? You know, what kinds of words should the AI be trained on?
Helping a client see how each word in a list of words could become their future could become their brand, and helping them to see the the assets and potential of each of these names. Can you just give me a 30,foot view of the entire naming process before we dive into some of the specific steps within it? Now the first wave of creative is a mile wide and an inch deep, where I explore many different perspectives of the brand, different tonalities, different styles of names, different executions.
And that process takes about two weeks of creative development. And I present them in a real-world context so they look less like hypothetical candidates and more like de facto, existing brands.
And I present each name in the exact same visual context to really keep the focus on the name and not confound variables by changing up the color or the font. I present each name individually, talk about their implications and what they bring. And that process again is about two weeks, thousands of names developed, , go into screening for trademark and domains, and then 50 names plus are presented to the client. They bring a handful of names into their full legal screening.
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Maybe there is cultural and linguistic checks that have to happen, and their full legal checks and then they choose one final name to run with. And I will use those to identify words, word parts, that are interesting to me. And so over the course of that development I will use different techniques in order to unearth every possible idea I can find.
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And so, that creative process happens for about two weeks. At the end of two weeks I will have amassed thousands of ideas, and if I bring neural networks and software-based combinations and permutations there are literally tens-of-thousands of ideas in the picture.
But can you just briefly explain what it is and why you recommend it so highly? So, let me explain that. Corpus linguistics is using a very large body of real-world language. So a corpus might be, for instance, the one I use is all of the news articles that have been published between and So, therefore I can find an exhaustive list of things that are fast, things that are smart, or verbs related to things that are fast and things that are smart.
And so, the benefit is, one, is exhaustiveness, two, is also linguistic naturalness.