Eli Altman runs A Hundred Monkeys, a naming and branding agency in Berkeley, California. A Hundred Monkeys was founded by Eli's dad, Danny Altman, in 1990. Eli grew up helping his dad come up with name ideas, and the second he was old enough to sound like an adult on the phone, he was taking on freelance naming projects. In addition to running A Hundred Monkeys, Eli wrote the Amazon bestselling naming workbook, Don't Call it That. He has a new book coming out soon called Run Studio Run, all about the business of running a small creative studio.

On this episode of How Brands Are Built, Eli talks about his "naming workbook" (Don't Call It That), the naming process he uses at A Hundred Monkeys, pitfalls for new namers, and what it was like growing up the son of a professional namer.