{"version":"1.0","provider_name":"Argency \u2013 Agencia de publicidad y dise\u00f1o | Mendoza, Argentina","provider_url":"https:\/\/argency.com\/en","title":"Naming: The word before the brand","type":"rich","width":600,"height":338,"html":"<blockquote class=\"wp-embedded-content\" data-secret=\"0IQ8RdtDDf\"><a href=\"https:\/\/argency.com\/en\/naming-the-word-before-the-brand\">Naming: The word before the brand<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/argency.com\/en\/naming-the-word-before-the-brand\/embed#?secret=0IQ8RdtDDf\" width=\"600\" height=\"338\" title=\"&#8220;Naming: The word before the brand&#8221; &#8212; Argency \u2013 Agencia de publicidad y dise\u00f1o | Mendoza, Argentina\" data-secret=\"0IQ8RdtDDf\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script>\n\/*! This file is auto-generated *\/\n!function(d,l){\"use strict\";l.querySelector&&d.addEventListener&&\"undefined\"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!\/[^a-zA-Z0-9]\/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret=\"'+t.secret+'\"]'),o=l.querySelectorAll('blockquote[data-secret=\"'+t.secret+'\"]'),c=new RegExp(\"^https?:$\",\"i\"),i=0;i<o.length;i++)o[i].style.display=\"none\";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute(\"style\"),\"height\"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):\"link\"===t.message&&(r=new URL(s.getAttribute(\"src\")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener(\"message\",d.wp.receiveEmbedMessage,!1),l.addEventListener(\"DOMContentLoaded\",function(){for(var e,t,s=l.querySelectorAll(\"iframe.wp-embedded-content\"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute(\"data-secret\"))||(t=Math.random().toString(36).substring(2,12),e.src+=\"#?secret=\"+t,e.setAttribute(\"data-secret\",t)),e.contentWindow.postMessage({message:\"ready\",secret:t},\"*\")},!1)))}(window,document);\n\/\/# sourceURL=https:\/\/argency.com\/wp-includes\/js\/wp-embed.min.js\n<\/script>\n","thumbnail_url":"https:\/\/argency.com\/wp-content\/uploads\/2026\/05\/carrusel-naming-scaled.jpg","thumbnail_width":2560,"thumbnail_height":1667,"description":"Before a brand has a logo, a campaign, a website, packaging, a reputation or customers who remember it, it often has barely a word.And an enormous expectation is placed on that word.After almost 20 years creating names for brands, wines, hotels, restaurants, real estate developments, food products, digital projects and companies, we learned something: naming is not simply about choosing a name.It is about imagining what a brand can become.A good name needs method, research, strategy, intuition and also an inevitable dose of sensitivity. Because not all names have to do the same job: some must sell fast, others build prestige; some need closeness, others mystery and sophistication.But there is something that always repeats: a name never works alone.It needs design, communication, marketing, experience, product, service and consistency. It needs the people leading the brand to believe in it, sustain it and make it grow.Because at the beginning, a name is fragile. It has no history yet. It has no tone. It has no reputation. It has no associated memories. But if it is well thought out, it can become identity. We share some ideas about how we think of naming at Argency: not as the end of a creative search, but as the beginning of a strategic construction. Naming: the word before the brand."}