Whats in a name with Jim Boulton

Miles Phillips introduces Jim, founder of Ink Drop, who explains the art and science of naming. They cover the power of semantics, sonics, and sound symbolism in brand names, highlighting how certain sounds (like fricatives for speed, or plosives for precision) influence perception. Jim shares how metaphoric names like Apple and Amazon convey depth, while descriptive names like Netflix are clear but limit brand evolution. Eponymous names such as Stetson or Danone draw strength from their human stories. They also explain how names with repeated sounds (like Coca-Cola) aid memorability, and how letter patterns (like “str” in Strava) create subtle meaning. Jim reveals that Ink Drop uses a data-driven tool called Name Deck to analyse and generate names based on 800,000 examples set to launch soon as a free tool. They end by emphasising that while names must resonate in the digital world, they also need to connect emotionally and spark stories in the real world.