Intangible value that lasts.

At Heirloom, we create strategies that work, names and identities that resonate, and brands that stand the test of time.

Some recent work

NetScaler

Reintroducing a twenty-five-year-old brand

Longjump

A new name for Highwire’s sister agency

The brand naming book

Heirloom founder Rob Meyerson wrote the book on brand naming.

David Aaker, considered the father of modern branding, says, “This book is breathtakingly complete in its coverage of naming. … You need to read this book to get your brand name right.”

The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles.

In Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service, you’ll learn:

  • What makes a good (and bad) name

  • The step-by-step process professional namers use

  • How to generate hundreds of name ideas

  • The secrets of whittling the list down to a finalist

Learn more about the book here.