The naming pro: expertise, method, network
I specialise in naming and tend to work on larger rather than smaller projects, always directly with my clients. That means the person you meet at the presentation is the person who solves your project with you. No handing over to a team in the background. Here are some examples of my naming solutions
Benefit from my naming expertise
During my studies, I realised that names are the shortest stories you can write. And I saw how much brands move in the business world. I have been developing names since 2000, first as a project manager at the naming agency Nomen. In 2003, I founded my own naming agency, dedicated exclusively to naming. For the German, the European, but mostly for the global market. A little about my background:- Linguist and marketing expert, state-certified translator
- Studied at LMU Munich and Reed College, Portland, Oregon
- Specialist in onomastics, i.e. the science of names, and in brand strategy
- Name creator by profession, blogger by passion
- Popular speaker, for example at the Technical Universities of Rosenheim and Deggendorf, the Wirtschaftsjunioren business network and the Marketing-Club
- Go-to contact for the press when it comes to names and expert statements
- LinkedIn profile
Naming with a method: Neobrand®
Every project follows my own Neobrand® method in three steps:Conception: We clarify your goals and requirements and identify promising paths. This includes a fundamental question that decides a lot: are we looking for a brand name that can be registered as a trademark, or for a clear description? And, very important: we define how we will recognise the right name.
Creation: With my international network of naming experts and a wide range of tools, including AI of course, I develop a huge number of name ideas. In interim meetings, I present the most promising directions, so your feedback comes in early.
Filtering: Every proposal has to meet the agreed criteria, in content and form. This includes linguistic checks in the relevant markets and initial trademark searches with my partners. Only a few names make it through – I am very strict about that.
Fixed controlling elements such as precise objectives, feedback loops and milestones ensure that even creative work can be measured against verifiable criteria. For you, this means a fixed timeframe and budget, and a result that meets the goals we have agreed on together.
With GORE-TEX EXTRAGUARD, for example, a semi-descriptive name was needed – easy to understand, not a cryptic coined name:
And if you are currently comparing agencies: here is my checklist for choosing the right naming agency (PDF, in German).
Global naming – first rate agency and IP partners
Instead of a world map with dots, I would rather introduce my network to you directly: naming agencies and trademark law firms I have worked with for many years.
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Solicitor's Office Charrier, Rapp & Liebau in Augsburg, Germany A law firm covering all aspects of IP and trademark law, including patent issues, a trusted long-term partner of mine. |
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Kroher Strobel Law Firm, Munich, Germany True experts in trademarks and patents. They also advise on which type of trademark is right, for example a word mark or a figurative mark. |
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Lex Dellmeier Law Firm, Munich, Germany My newest law firm partner. These trademark specialists focus on trademark solutions for global B2B corporations and also advise start-ups. |
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Catchword, San Francisco Bay Area & New York City Founded in 1998, Catchword has been my partner since 2008. The agency has created hundreds of names and taglines for global projects, including Fitbit, Starbucks Refreshers, Vudu and Photoshop Elements. |
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Labbrand, Shanghai My partner for all projects involving the Chinese market, especially transferring brand names into Chinese characters and creating dedicated brands for China. |
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Naemes, Paris A branding agency based in France. Its team of naming experts, with more than 20 years of experience, offers a wide range of branding services. |
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Summa, Barcelona The leading branding agency in the Spanish market, with a strong naming department. Experienced specialists with access to markets in Middle and South America. Their portfolio also includes design, packaging and market research. |
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Linda Liguori Brandnaming, Milano Linda Liguori worked for Nomen in Milan for many years. The naming expert has been independent for more than 20 years and is very well connected in Italy’s agency scene. |
For linguistic and cultural checks, I work with a partner who maintains a worldwide network of native speakers. This allows me to have names checked in virtually any language in the world, quickly and by people who actually speak and live the language every day.
Three examples of projects with strong partner involvement: 5 GUM Turbulence for Wrigley in Europe, the USA and South Africa, Certium for Rohde & Schwarz and Data2Action for Knorr-Bremse, both worldwide.
Clients who come back
17 years of Testo: continuity and quality
For the measuring technology specialist Testo from the Black Forest, I developed the international brand name Saveris for a new measuring system in 2008. The name is still in use today. This was followed by further consulting projects.
In 2025, Testo came back to me: this time, it was about the naming strategy for the group's fifth division. After intensive consultation and many variants explored, the decision was made in favour of the clear, descriptive name "Testo Instruments".
Long client relationships like this are, for me, the best proof of good work. You can find more in my portfolio.
Planning something similar?
Discuss your project
Media and publications
I write myself and am regularly asked for my assessment. The articles and my blog are in German, but the topics speak for themselves:- Der Standard: Are people with a middle initial show-offs?
- absatzwirtschaft: The names of AI tools
- Süddeutsche Zeitung: Latin-sounding company names like Stellantis
- Süddeutsche Zeitung: Portrait “The name creator”
- Also featured in Tagesspiegel, Hannoversche Allgemeine and on monster.de
Brandl, Werner 2007: Buy English? Changes in German product naming. In: Ludger Kremer & Elke Ronneberger-Sibold (eds.): Names in Commerce and Industry: Past and Present, 87–98. Berlin: Logos.
As a linguist specialising in onomastics, I enjoy exchanging ideas with research and teaching. Whether you have questions about naming in practice, need expertise for a thesis or are looking for a guest speaker: just get in touch.
My blog Namedrop
On Namedrop, I write about names in business and everyday life. Articles of particular international interest:
Trite and overused, but true: CSR
Every Christmas, I like to share a little of the year’s success with others – and “others” is meant broadly. Here are the initiatives I’ve been glad to support over the years:2025: Come Back Alive, Kyiv / Ukraine
Together with local telecom provider Kyivstar, this organisation strengthens the communication networks that help protect people in Ukraine – something that will matter just as much in 2026.
2024: BrotZeit, Munich / Germany
Founded by actress Uschi Glas, BrotZeit makes sure no child has to start the school day on an empty stomach. It’s been wonderful to watch this project grow.
2023: Nothilfe Ukraine des Bündnisses Entwicklung hilft, Aachen / Germany
Humanitarian help for people in Ukraine, easing some of the hardship the war has brought to their everyday lives.
2022: Förderverein Waldrappteam, Rosegg / Austria
These dedicated conservationists are bringing the northern bald ibis back to Central Europe, where it had long disappeared. My donation went to one bird in particular: little Carlo (not a beauty, but definitely one of a kind).
2021: APOPO HeroRATs, Belgium
Remarkably clever African giant pouched rats are trained to sniff out landmines in Angola – light enough not to set them off, and helping to make the land safe again.
2020: Zeltschule e.V., Munich / Germany
A small team with a big heart (and a smart plan), building schools quickly and practically in refugee camps in Lebanon, so children can keep learning.
2019: Terre des Hommes, Osnabrück / Germany
A hundred chickens for small farmers in West Africa: a simple gift that keeps on giving, egg by egg.
What makes me especially happy is that many clients have joined in with donations of their own and made the impact even bigger. Thank you!
