Naming

Naming

Naming for sub-brands, features, products, and rituals across Every's portfolio. This skill handles both generation (creating candidate names) and evaluation (scoring them against criteria). It draws on archetyping for audience resonance and brand-voice for tonal fit.

Names are one of the highest-leverage brand decisions — hard to change, easy to get wrong. This skill is designed to make the process rigorous rather than subjective.

System

Naming is composed of four reference files:

references/principles.md

The principles that govern good names — distinctiveness, memorability, ownability, and meaning. The criteria a name must meet before it advances.

references/methodology.md

How we generate candidates and how we evaluate them. The process from brief through longlist through shortlist through final recommendation.

references/trademark-considerations.md

Practical trademark guidance — what to check, when to check it, and how trademark risk factors into the evaluation process. Not legal advice; directional input for the naming process.

references/every-naming-conventions.md

Every's house naming conventions. Placeholder — to be established as the portfolio naming patterns solidify. Will cover naming architecture (how sub-brand names relate to the parent brand), feature naming, and internal naming conventions.

When to invoke

• When a new product, feature, or sub-brand needs a name
• When renaming an existing brand or product
• When evaluating a shortlist of name candidates against brand criteria
• When the task involves naming architecture (how names relate across the portfolio)
• When generating names for rituals, programs, or internal initiatives

Reference routing

Dependencies

• foundation/marketing-os
• marketing-science/archetyping
• brand-voice/{relevant brand} (loaded dynamically)

Status

Reference skeletons are in place. Principles and methodology will be populated first; naming conventions will follow as portfolio naming patterns are established.