Name Meaning

Every Idiom project begins with a carefully written document defining that project’s name objectives. Beyond generalities, these objectives are a detailed blueprint for building strategically relevant names that our clients and their target customers love. First, we define what the product, company or service is and does (its function); how it improves the lives of the people who use or do business with it (its benefit), and the character in which it should communicate (its personality).

Name Type and Style

Next, we determine the kind of name that will convey the names objectives most effectively and efficiently. This might be a descriptive, suggestive or abstract name composed of a single, real word, a compound word or a coined word. Using Idiom’s Integrated Communication Matrix, we optimize the moniker’s meaning, type and style, while identifying the “gaps” where competitively unique names might reside. Thus, we create a name “target,” or space in which the ideal name is likely to be found.

Idiom Integrated Communication Matrix


While Ben & Jerry’s is a personable name, it has no inherent meaning related to ice cream or why people love eating it. Häagen-Dazs is an abstract coined term that originally meant little to consumers other than ice cream made in a European style. Both names have required many years and millions of dollars to accrue additional meaning. Dreyer’s late entry into the super-premium ice cream category required a more quickly meaningful name, and one that was competitively unique. Thus, Idiom recommended a richly suggestive coined term—Dreamery.