25 years of Name Co-Creation

A new name brings new energy.

In the early nineties, I was in charge of the first naming projects for Toyota cars in Europe: Avensis, Yaris, Aygo… These names were the result of a strategic and co-creative process involving multiple stakeholders and customers. In the meantime the naming landscape has changed: evocative descriptive names became more popular and name creation became harder due to the lack of available domains. But today, I still believe “words create worlds”, a name is a powerful expression of a purpose, carrying energy, telling a story and inviting people in. (Chris Hoerée)

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