Now our company has a history and a definition of what it does and some adjectives to describe its philosophy and its goals. But what it doesn't have yet is a name. And names can be really important as we can see from these three very famous companies, Blue Ribbon Sports, Dassler Brothers Shoe Factory and BackRub, or as you might know them better, Nike Adidas and Google. Nike comes from the name of the Greek goddess for victory so it's quite easy to see how that name is very appropriate to do with sports and winning. With Adidas, the name actually comes from Adolph or Adi Dassler so it's a shortened version of one of the brothers who founded the company that became Adidas. And Google means a one followed by 100 zeroes. And that talks about the ones and zeroes in computer language, but it also talks about a mass of information that's going to be searched for. So you can see how all three of these names, they have a great deal of meaning that attaches them to the company. Even if that's fairly abstract and you don't know its history, it’s there and it's relevant. So, we're going to work on that and we're going to try and figure out how do we come up with a name? And you can see the difference between these sets of names. None of them seem very interesting when they started and they might have been making the same product. But the naming much shorter, much more concise and even typographically make a much better shape, but it's hard to come up with a name just off the top of your head. So how are we going to do that? Well, we’re going to do some brainstorming. So let's go back to my start-up that has a food truck selling snails, and let's think about how to brainstorm some language around that and try to come up with a name. So one of the things I might do is look at my history and take some of the key words out of that history and use those to make a mind map. And what this is is really a way of getting everything, all the thoughts and research and connections in my head and getting them down onto a piece of paper. So I can return to them at any given time and have them there, but also so I can mix and match things. And maybe get to some places that I hadn't quite expected. So one way of doing this is to have a lists of words and then to build upon that list of words and expand upon each branch of them. So I might take the word here for instance, let's look at this. I might look at 1968 and instead of just thinking about the student protest that were happening, I might also look at new waves cinema or the situationists. I might look at fashion and it being particular French and cool or certain kind of perhaps sunglasses or clothes that were being worn at the time. So what you're really doing here is building a web of information. A web of references, and these things are all connected to your company. Imagine that your company is in the middle then, the things that are not too far away will be directly connected. And as you move further away, they'll be more indirectly connected, a little more tangential. And you can keep going with this web and build it to be as large as you want. But bear in mind that the more you build it, the further way you go from the center, the less connected these things are going to be. So, this process is really about generating a lot of ideas, a lot of references but it's not a lot of good to have hundreds and hundreds of references. You actually have to go through them and you have to edit them. So once you've gone through this period of output, there has to be a period of editing and evaluation. Because we want to take all of these different ideas and all of these different words and try to figure out how to distill those down into the name of your company. So from that much larger list, I've distilled it down to a much shorter list And these are really key words that I think sum up something that's very important. An important aspect of the company. So, now I might look at these and see well perhaps there is word here that might be a good name for the company. But perhaps I need to combine some different words or to play around with the language and develop a word or make up a word of my own. You might also find that as well as individual words, you might come up with some slogans or some language that might be useful later on as part of your whole identity package. Once you decide on a word that you like or that you think is appropriate, then try and play around with that word, expand it, figure out if there is some options, what are the variations of that word offers. For instance, I like the word escargot which obviously means snails but also contains the word car and the word go so it feels like it's got something very very relevant to a lot of different aspects of my company. But then I can play around with that word. I can take the original word, I can break it up into those pieces. I can add other language to it. So I have a variety of options that are all in the same direction. But I'm really exploring which one is going to be the best. So here are my three options for my snail food truck company. So I decided to go with S-CAR-GO which I like because it developed, it splits up the word S-CAR-GO but also has car and go. I went with revolution which talks about the fact that eating snails might seem quite revolting to some people but also the student protest in the revolution part of it. And also that it might be a culinary revolution as well. My third option is Snail Trail which just really talks about the snails themselves, but then the vehicle that they’re being sold in moving very slowly and perhaps people tracking the food truck and trying to follow it as well. So once you've decided upon your name, you've got all the components ready to build your brand development guide. So even though this is going to be a rough design and you won't be finished with the design, we're going to use this as a container as a way for you to showcase your process. And you'll be going back and revising and reworking some of these pages. But for now it's worth just getting everything in there so you can really see what you've got and evaluate it. So for instance here's my first page that just tells me that I have a startup company that is a food truck selling snails. Here’s my history that you heard earlier about the student riots in '68 and how the original truck came about. Here's my mind map that shows some of the things I've been thinking of. And I think if you could actually hand draw your mind maps, it's going to be a lot better because then they’ll really look like process work and they'll look like your thinking and your ideation. And finally, here are the three key words that I choose as part of my philosophy for the company. And then here are my naming options. And I highlighted the one here that I chose to go with for my company, S-CAR-GO.