In this episode, Caitlin Barrett interviews Pete Dewar about the highs and lows of naming in the U.K.:
- The English language as a blessing and a curse when it comes to brand naming
- What we can learn from the Aberdeen naming case, as well as other smart ways to modernize an outdated or otherwise limiting brand name
- Naming styles that can sound cheap in the U.K.—and when to use those to your advantage!
- Pete’s favorite names in English (one of which is a really wild pick)
Plus Pete provides Caitlin with some Geordie phrases to parse: “Hoy a hamma owa here” and “That lass is proper canny like.”
Want to go deeper? Read Pete’s report, What You Need To Know About Naming In the U.K., along with all the other We Are Naming reports, right here: www.wearenaming.com/reports
About Pete
Pete Dewar is a founding partner and creative director at London-based branding agency, The Clearing. He has been pioneering the importance of words in branding for over 25 years, helping organisations all over the world use language more imaginatively to engage the people who matter to them. Before setting up The Clearing, Pete worked in advertising, and latterly led Interbrand’s verbal identity practice in London – where his journey into naming began (with a project to name, of all things, a genital herpes treatment).
About How the World Names
Building on our “What You Need to Know About Naming in…” reports, How the World Names is a limited-run interview series that dives deeper into what matters most when naming across borders. Each episode spotlights a We Are Naming partner’s home market, unpacking the linguistic quirks, cultural landscape, emerging naming styles, and practical insights that shape brand names around the globe. For more information, visit wearenaming.com.
