No Lame Names

Last month, Adweek spoke to Steve Stone, president and creative director at Heat/San Francisco.

Q. Why do you give your agencies names rather than calling them Stone & Elder, etc.?
A. I have always wanted aplace where people could feel like they could be part of a bigger entity, to emotionally feel like they belong to something. When the partners’ names are on the door, it’s hard for people to feel a true connection that lasts.

Here’s more on Stone’s naming conventions, from The San Francisco Chronicle:

The Black Rocket founders had taken the name of a steam locomotive, Rocket, built by a British engineer, George Stephenson, that won a race in 1829. They liked the analogy: Stephenson had come from big companies, while they had come from large agencies to try to make it on their own.
“Heat,” said Stone, offers itself to “clients … who may have brands or products that have gone cold.”

About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • Dan Tudor

    Great article. It relates to all areas of business, especially sales. Without a good name (product, service, company) its harder for prospects and customers to feel a connection to you.
    I linked your post at Thanks for your thoughts on the subject!