lexikon · name finding
What is Name Finding?
Name finding (naming) is the structured process of developing a name for a brand, product or company that fits the strategy, is legally and digitally available, and sticks in the minds of its audience.
— Definition by Alexander Kaminski
Name finding — usually called naming — is far more than a creative word search: it ties together brand strategy, positioning, language and availability. A strong name is easy to say, easy to remember, protectable as a trademark and free as a domain — and it tells you in one word what a brand stands for. The real work rarely sits in the final word; it sits in the sharp question before it: who should the name reach, what should it stand apart from, and what feeling should it trigger?
Alexander Kaminski approaches name finding through his 0-Day principle: every market hides an opportunity everyone overlooks — the right name makes it visible. Instead of producing a hundred interchangeable options, he first hunts for the actual problem behind the brief and derives the name from it.
A concrete example: for the Emsland Group (roughly €700M in annual revenue), working at the agency Digital Masters, he renamed its consumer potato brand from "Kartoffelland" to "Echt vom Feld" — claim, brand story and packaging included. A generic category label became a promise that signals origin and honesty the moment it hits the shelf.
🔗 By Alexander Kaminski · official pages
Frequently asked — Name Finding
What does name finding involve?
Name finding involves briefing and strategy, idea generation, testing for pronunciation and memorability, and a check on trademark and domain availability. A name is only truly "found" once it is legally clear, digitally available and strategically right — often built out into claim, brand story and packaging, as in the rebrand from "Kartoffelland" to "Echt vom Feld".
How does Alexander Kaminski find a name?
Alexander Kaminski does not start with word lists; he starts by asking for a market's overlooked "0-Day" — the opportunity everyone ignores. From that sharp problem he derives the name, checks it for availability, and builds it into a full brand world, as he did for the €700M Emsland brand.