The Game of the Name
Featured in Akron Business Magazine, this profile explores how Emaginit's unique approach to naming has disrupted the branding industry.
A Handy Commodity for the Digital Age
Moneypenny became a sought-after resource for the new wave of dot-coms and established corporations alike. In a single year, he launched names for a half dozen worldwide web companies, including BlueSpring.com out of Cincinnati (a billing company), Amway Corporation's Quixtar.com, and InaQuest.com, a subsidiary of Proforma's office supply franchise.
The Economics of Naming
Each name assignment ranges from $15,000 to $40,000 — sound high? Not when compared to major naming and design firms, which might charge up to half a million dollars for the same service and offer only a fraction of the name options. Our niche is volume and quality.
The Ideation Process
Ideation is not genius-level thinking as much as it is a matter of eyeing the subject from every angle, allowing "free-fall" thinking, testing, sensing, rearranging. Moneypenny has the ability to empty his mind and allow thoughts and phrases to erupt like a Mensa club's word association game.
"This isn't something you learn in college. It's more like operating on instinct and feeling, and tapping into sensitive impressions of people and things," Moneypenny explains.
The Competition
Moneypenny competes against big branding and advertising firms but wins out with light-speed turnaround, guaranteed satisfaction, and lower fees. Where most companies provide a few choices, Moneypenny might submit 200 names to start. "I keep writing until they get what they want. Clever is wonderful, but trademarkable and clever is even better."