Operative Words


We develop and determine exactly the right words to signify a brand or express an idea. It’s a unique skillset that requires expertise in strategy, linguistics, cognition, creativity and communications. For most projects, we provide creative direction, name creation, preliminary global trademark and domain screening, group facilitation and consensus-building, and, when needed, native speaker and linguistics checks.



  • Company names
  • Product names
  • Novel descriptors and terminology
  • Nomenclature systems
  • Naming strategy
  • Taglines and slogans