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Branding with Andrew Beck

by Lou Chapman - August 27, 2019

Andrew Beck is the Creative Director and a Partner at Beck & Stone, a marketing and advertising firm in New York City. He joined us for a chat on marketing and branding in our most recent podcast. You can see Beck & Stone’s branding work here. We discuss how and why brand names like Uber, Facebook, Airbnb, and others came into existence and why they work. Andrew also brings up Arcane’s Brand Generator and how it is a good place to start when looking for a new brand name and matching domain. Here is a short excerpt:

“You can’t just take a word and remove some vowels or add a “ly” or an “er” at the end then suddenly – ‘Oh, yeah, that’s the name’. I mean part of it is just one; you know, people have already done this before so you have to just know that. [Two] is that you just have a more limited area to work in. You know – finding a domain name – finding something that is going to be unique, let alone objectively good is extremely difficult. That’s why that tool that Arcane has is very useful because it’s just letting you see okay – ‘Here’s just like a way for you to make an informed decision’.”


Make sure to follow us on Twitter @ArcaneStrat to listen in our next live podcast recording. Every Wednesday at 2:30 PM ET.