Behind every name for a business, product or prescription drug is someone writing hundreds of possible names. Lieba Golden-Koulendros has made a career out it.

After a period in which companies tried to stand out with progressive messages, experts see brands proceeding with caution this year.

Big consumer brands are partnering with aerospace companies to market their products in the cosmos. But what’s the payoff back on earth?

A human name, like Anthropic’s Claude? A helpful assistant, like Microsoft’s Copilot? Nailing the right name for generative AI is a tricky branding exercise.

It takes more than trends and nostalgia to become popular a second or third time around. It can take years of hard work.

Kim Severson of the New York Times explains how Big Milk is trying to persuade a generation of almond and oat milk-drinkers to switch.

Those pantry brands aren’t as small as consumers think, says writer Emily Sundberg. Wholesaler Faire is “the Oz behind the curtain.”

“We think about our marketing team more like ‘Saturday Night Live,’” says Mike Cessario, the beverage startup’s co-founder and CEO.

“It’s meant to illustrate the vanity of human pretensions,” says Karl Aquino of the University of British Columbia.

Sound has a “powerful ability to prime your brain for what’s coming,” said Dallas Taylor, host of a podcast about sound.