On Brand: A Podcast About Branding For Brand Builders, By Brand Builders

“We have to make a distinction between the name and the brand. The name piques your interest or curiosity. It’s like having someone over for coffee or dinner. The brand is the impression that’s left after the experience.” As the president and creative director of a verbal identity firm, brand names are Mike Pile’s business. We took a deep dive on this critical brand touch point on this week’s episode of the On Brand podcast. About Mike Pile Mike Pile is president and creative director of Uppercase Branding, a verbal identity firm that specializes in creating powerful and evocative brand names for new companies, products, and features. He has more than 25 years’ global brand development experience with advertising agencies, Fortune 500 firms, and startups. A name is the single most-used word in any marketing communication program, so Mike believes that a compelling brand name is a company’s most potent brand asset. While a name can’t help a bad business model or product, it can significantly aid a good concept