Nexus

Who in the World Named My Cashmere Socks?

Behind Every Witty, Punning, Trademarked Name, Somebody Like Me Worked to Make You Smile—and Buy a Product

Who In the World Named My Socks

When I tell people at cocktail parties what I do, they’re always curious. “You’re a namer-of-things? That sounds like fun. Tell me more,” they say, seemingly surprised that it’s an actual job.

In fact, the profession has grown in the last 15 years or so with the explosion of entrepreneurs and startups that need to name everything from products and services to websites and apps. “Verbal identity” is at the core …

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