Naming Programs
Some organizations name
something new every month
A one-time naming project is a lumpy, once-per-company purchase. A retained naming partner turns it into a relationship — every venture, product, sub-brand, and spin-off named to a consistent, trademark-aware architecture, by the person who has named 250+ brands since 1998.
Who a program is for
Anyone who names continuously and needs it done consistently, defensibly, and fast.
Institutions
Health systems, universities, and public bodies naming programs, services, initiatives, and facilities on a rolling basis.
Holding companies
Groups naming new ventures, divisions, and acquisitions under a coherent architecture.
VC & PE platforms
Portfolio and platform teams whose companies name products and spin-outs every month.
Franchise systems
Multi-unit and multi-concept operators launching and sub-branding continuously.
Family offices
Diversified holdings that need a consistent, trademark-aware naming partner across assets.
What a retained partnership includes
- On-demand naming for ventures, products, sub-brands, and spin-offs
- A consistent naming architecture across the whole portfolio
- Preliminary trademark and domain screening on every name
- Direct access to the principal, not an account queue
- Predictable retained pricing instead of per-project negotiation
Talk to the principal
Name things continuously?
Book a 30-minute call with Mash Bonigala to scope a retained naming program for your organization or portfolio.
Mash Bonigala, Founder & Principal — 250+ brands named since 1998.