What’s in a Name? The Quiet Force Behind Brand Identity

From poetic oddities to corporate rebrands, names wield more power than we give them credit for. In this episode of UnTrended, Nicole Jones sits down with Publicis Pro’s Billy Hamilton-Stent, Jamie Fewery, and Jon Lonsdale to unravel the strategic, emotional, and sometimes hilarious stories behind naming a brand.

Together, they explore the identity crisis behind sudden rebrands, the subtle signals names send to customers, and why some names flop while others become fixtures in our cultural vocabulary. Whether it’s deciding between “Octopus” and “Snow Leopard,” or pitching names like “Almond” to stony-faced execs, this episode dives into the high-stakes (and highly subjective) world of brand naming—especially in B2B.

Find out what makes a name memorable, what makes it miserable, and why sometimes the best naming strategy is just to avoid anything ending in “AI.”

Subscribe to the UnTrended Podcast wherever you get your podcasts so you never miss an episode.

Chapter Markers:

(05:29) Are Names the Heart of the Brand?

Jon and Billy explain why names matter—and how executives often get the final say.

(07:25) What Makes a Name ‘Good’?

Emotion, alchemy, and strategy: dissecting the building blocks of strong brand names.

(12:30) From Octopus to Publicis Pro: A Rebrand Journey

The team recounts how Publicis Pro got its name and why clarity beat cool.

(17:04) Finding Your Extraordinary

The story behind the tagline and how “extraordinary” became Publicis Pro’s north star.

(24:14) The B2B Naming Hall of Fame (and Shame)

From MailChimp to Monzo, the team shares names that nailed it—and those that didn’t.

(31:28) Mailbag: Naming Mistakes to Avoid

From cultural missteps to overused buzzwords, the crew gives rapid-fire advice on how not to name your next product.

Useful Links:

Follow Nicole Jones on LinkedIn

Connect with Billy Hamilton-Stent

Learn more from Jamie Fewery

Touch base with Jon Lonsdale on LinkedIn

For more information visit the Publicis Pro Website