We all know that a good brand name is essential, but the actual process often remains a mystery. Our guest today is Brad Flowers, the founder of Bullhorn Creative and the author of The Naming Book. You'll learn about the stages of the naming process, why it doesn't have to be customer-centric, and how to make the right decision.P.S. No words can describe what's going on in the world. The interview was recorded several weeks in advance. Sponsorship revenue from this episode goes to Black Lives Matter.Download the MP3 audio file: right-click here and choose Save As.Podcast feed: subscribe to https://feeds.simplecast.com/4MvgQ73R in your favorite podcast app, and follow us on iTunes, Stitcher, or Google Play Music.Show NotesBullhorn Creative — Brad's agencyThe Naming Book — Brad's bookAnything You Want — a book by Derek SiversHow Nike almost ended up with a very different nameFerrari's Subliminal Cigarette AdsGet Brad's bookFollow Brad on Twitter: @BullhornBradDrop Brad a line at brad@bullhorncreative.comToday's SponsorThis episode is brought to you by Encrypt.me — the ideal VPN service for teams. Working remotely calls for tighter cyber security. Encrypt.me for Teams covers all of your company’s privacy needs by securing your business network and providing essential privacy tools. Sign up at encrypt.me/uibreakfast and save 25% on your initial subscription.Interested in sponsoring an episode? Learn more here.Help FoundersAnd here’s another product featured in our Help Founders section. ClientRock is a client communication tool for professional services companies. It helps you schedule appointments, collect payments, share files, and much more — a great way to keep your freelance clients organized. Head over to clientrock.com/uibreakfast to start your free trial.If you’d like your product to be featured for free on multiple awesome shows, welcome to apply at helpfounders.com.Leave a ReviewReviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes. Here's how.