CMO · Framework · Intermediate · Saves 25+ hours
Product Naming System
A system for naming products, features, and capabilities consistently and strategically.
What's included
- Naming Strategy
- Naming philosophy
- Brand architecture alignment
- Naming conventions
- Naming Process
- Brief development
- Creative exploration
- Evaluation criteria
- Legal clearance
- Final selection
- Governance
- Naming authority
- Approval process
- Documentation requirements
- Exception handling
Best used when
- New product naming
- Feature naming
- Renaming initiatives
- Acquisition integration
- Brand cleanup
Why this is Gold
Random naming creates confusion and technical debt. This system ensures strategic naming that supports brand architecture.
The template
Overview
NAMING STRATEGY
Naming Approaches
| Approach | Example | When to Use |
|---|---|---|
| Descriptive | "Sales Analytics" | Clear, SEO-friendly |
| Coined | "Salesforce" | Ownable, unique |
| Metaphor | "Slack" | Evocative, memorable |
| Alphanumeric | "X1 Platform" | Enterprise, premium |
Brand Architecture
| Model | Structure | Example |
|---|---|---|
| Branded house | Company + Product | Google Docs |
| House of brands | Standalone | P&G products |
| Endorsed | Product by Company | Courtyard by Marriott |
| Hybrid | Mix | Microsoft 365 |
NAMING PROCESS
Step 1: Brief Development
| Element | Content |
|---|---|
| Product description | What is it? |
| Target audience | Who is it for? |
| Positioning | How is it different? |
| Naming constraints | Required patterns |
| Legal constraints | Trademark requirements |
Step 2: Exploration
| Source | Method |
|---|---|
| Team brainstorm | Generate 50+ options |
| AI assistance | Expand variations |
| Linguistic analysis | Check meanings |
| Domain search | Check availability |
Step 3: Evaluation
| Criterion | Score (1-5) |
|---|---|
| Distinctiveness | |
| Memorability | |
| Pronunciation | |
| Global viability | |
| Domain availability | |
| Trademark clear |
Step 4: Selection
| Step | Action |
|---|---|
| Shortlist | Top 3-5 names |
| Legal screen | Initial trademark |
| Stakeholder review | Get input |
| Final selection | Make decision |
| Full legal clear | Formal trademark |
NAMING GOVERNANCE
Naming Authority
| Level | Approver |
|---|---|
| Product name | VP Product + VP Marketing |
| Feature name | Product Manager + PMM |
| Internal name | No approval needed |
Naming Standards
| Rule | Guideline |
|---|---|
| Consistency | Follow brand architecture |
| Simplicity | Easy to spell and say |
| Uniqueness | Not confusable with competitors |
| Scalability | Room for future products |
Quick Reference: Which Resource for Which Challenge
| Challenge | Recommended Resources |
|---|---|
| "Building PMM function" | #168 |
| "Product launch coming up" | #169, #172 |
| "Losing competitive deals" | #170, #181, #188 |
| "Positioning unclear" | #171, #182 |
| "Sales needs better content" | #175, #183, #184 |
| "Need market insights" | #174, #180 |
| "Analyst relations weak" | #173 |
Every resource built to the Human Standard. Every resource designed to launch products that win.
Frequently asked questions
What is the Product Naming System?
A system for naming products, features, and capabilities consistently and strategically.
Who is the Product Naming System for?
It is built for CMOs and their teams working on Product Marketing. The AI coach adapts it to your company, stage, and goals.
What's included in the Product Naming System?
5 working sections: Overview; Step 1: Brief Development; Step 2: Exploration; Step 3: Evaluation; Step 4: Selection.
How long does the Product Naming System take to use?
It saves roughly 25+ hours versus building from scratch. Our AI coach can tailor the framework to your situation in minutes, then hand you a step-by-step plan.
Is the Product Naming System free?
Yes. You can read the full framework and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Product Naming System?
The coach teaches you the framework, asks a few questions about your business, tailors the framework to you, and gives you measurable next steps to execute.