This guy names billion dollar brands for a living, here's his exact 3-step formula. - My First Million Recap

Podcast: My First Million

Published: 2026-03-13

Duration: 1 hr 0 min

Guests: David

Summary

David discusses the crucial role a brand name plays in a company's success, emphasizing that the right name can create a strategic advantage. He shares a three-step formula to identify a powerful name that is original, processing fluent, and surprising.

What Happened

David began by challenging the notion that a company's name isn't important, arguing that a good name is the most frequently used part of a brand and can provide a strategic advantage. He recounted the story of how the Swiffer name was chosen over ProMop, demonstrating how a name can transform market perception and success.

He emphasized that a great name should be original, processing fluent, and surprising, sharing the example of renaming Codium to Windsurf, which significantly boosted the brand's visibility. David also highlighted the importance of not choosing comfortable or popular names, as they often fail to stand out.

The conversation delved into the process of finding the right name, where David explained the importance of understanding both the product and the consumer's needs. He detailed how his team generates thousands of name candidates by exploring various linguistic and thematic categories.

David discussed the 'comfort trap' in naming and the need for courage in choosing names that might initially seem polarizing but have the potential to be memorable and impactful. He also shared insights into how his firm uses software and cognitive science principles to evaluate the effectiveness of names.

The episode also covered the significance of presenting names in a context that makes them believable, such as showcasing them in realistic scenarios to clients. This helps clients, who may not be used to making creative decisions, see the potential value of a name.

David concluded by offering advice on managing creative teams, encouraging leaders to focus on leading rather than managing and to foster an environment where creativity can thrive without immediate judgment. He also mentioned the value of giving creative teams permission to fail as part of the creative process.

Key Insights

• A brand's name isn't just a label; it's the most frequently used part of the brand and can shift market perception. 'Swiffer' was chosen over 'ProMop' because it was more processing fluent and surprising, leading to greater market success.
• Choosing a name that feels safe often results in a brand that fails to stand out. Instead, names like 'Windsurf' from 'Codium' tap into originality and surprise, significantly boosting brand visibility.
• The process of naming involves generating thousands of options by exploring linguistic and thematic categories, ensuring that the final choice aligns with both the product and consumer needs.
• Presenting potential brand names in realistic scenarios helps clients visualize their impact, especially when clients are unfamiliar with making creative decisions. This approach makes names more believable and highlights their potential value.

Key Questions Answered

What is David's three-step formula for naming brands on My First Million?

David's formula involves creating a name that is original, processing fluent, and surprising. This approach ensures the name stands out and resonates with consumers.

How did the name 'Swiffer' come about according to David?

David described changing ProMop to Swiffer, focusing on creating a name that was more engaging and differentiated from competitors, leading to a $5 billion brand.

What role does AI play in David's brand naming process?

AI is used to generate a large number of potential names and evaluate them based on processing fluency and memorability, aiding in the selection of effective brand names.