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.
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.