You, Yourself, and Your Brand Name

Nancy Friedman
4 min readJan 12, 2022

Creating a memorable brand name takes time, patience, imagination, acumen, and a feel for language. It may also require a look in the mirror.

It turns out there’s a connection between personal names and brand names.
And there’s a name for this connection: implicit egotism. And it’s pervasive in ways both subtle and obvious.

Implicit egotism doesn’t mean you’re vain — not precisely, anyway. Rather, it means that you just naturally prefer people, places, and things that resemble yourself. The concept was first named and…

Nancy Friedman

Writer, name developer, brand consultant, idea-ist, ex-journalist. Find me on Twitter, Mastodon, and Instagram (@fritinancy) and in the San Francisco Bay Area.