Field Notes
Observations and analysis from ongoing archaeological work in brand development and cultural meaning.
Wellness brand naming presents a fascinating cultural tension between ancient traditions and modern science. Our analysis reveals how these brands navigate between seemingly opposite poles – Eastern and Western, traditional and scientific, spiritual and clinical – to establish cultural territory.
Web3 project names offer a fascinating window into how a technological movement establishes cultural territory through naming. Our analysis reveals distinct evolutionary phases as the category matured from technical experiment to cultural phenomenon.
Food technology companies face a unique naming challenge: how to signal innovation while maintaining connections to natural, authentic food experiences. Recent excavations reveal sophisticated strategies for navigating this cultural tension.
The emergence of AI art tools represents a unique naming challenge: how to name something that exists between machine capability and human creativity. Our analysis reveals distinct patterns in how these tools position themselves within this complex cultural space.
Direct-to-consumer (DTC) brand names have undergone a fascinating evolution. What began as a wave of minimalist, vowel-dropped disruptors has matured into a more nuanced cultural landscape, with brands increasingly seeking deeper resonance through their naming choices.
Finance naming exists in a unique tension between two powerful forces: the gravitational pull of traditional banking's cultural memory, and the disruptive energy of fintech innovation. Recent excavations reveal how this tension is reshaping the category's naming landscape.
Recent excavations have revealed a significant shift in tech naming patterns. After nearly two decades of compressed, artificial naming conventions (Flickr, Tumblr, Twitter), we're witnessing an expansion into more expansive, meaning-rich territory.