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

Zócalo’s editors are highlighting some of our favorite pieces from the archive. This week: Writer Ellen Lutwak describes working as a naming consultant—and what’s involved with dreaming up catchy monikers for picture frames, socks, and even Barbies.

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 …