How to Name Anything : Candlepower : Thinkmap Visual Thesaurus Nicely and simply explained. And, having named products and brands, then developed the brand and corporate identities, marketing, packaging, etc., I confirm that it's a very fun, challenging process. It's still a wonder that I get to earn money for having such fun! As she says, it is indeed "equal parts journalism, creativity, science, and sales." I'll add it also helps to have studied other languages and love etymology.