In this episode of Fast Forward, I sit down with Scott Milano, founder and managing director of Tanj Co. and creator of chatnamer.com, to explore the hidden craft behind brand naming and why one word can carry the weight of an entire business.

Scott shares his unconventional path from studying philosophy in college to working as a copywriter in Tokyo, eventually building a global naming consultancy that has created more than 1000 brand names across industries. We unpack how naming sits at the center of identity, why it is both strategic and emotional, and how the right name can become a company’s most enduring asset.

If you are building a company, launching a product, rebranding, or thinking about how language shapes perception, this conversation will change the way you think about names.

🎙️ We dive into:

• How studying philosophy led Scott into the world of branding and naming
• The shift from long form writing to copywriting to single word impact
• Moving to Japan and discovering the business of naming
• Starting Tanj during the Great Recession and building from scratch
• Why naming is mission critical for new brands and complex renames
• The story behind the Ally Bank rebrand and what makes a name endure
• When a company should rename and when it absolutely should not
• Why naming is more emotional and political than most people realize
• How Tanj structures its process to build alignment and confidence
• The role of AI in creative work and why it is an assistant, not a replacement
• Why human nuance, judgment, and conversation still define great naming
• Building a small, specialized team instead of scaling into a massive agency
• Creating short form content to educate founders about the power of language

Scott brings a thoughtful, disciplined perspective to branding that blends philosophy, strategy, and creativity into one focused craft.

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🎤 Hosted by Jeffrey Mailey
📍 Fast Forward Podcast

#FastForwardPodcast #Branding #Naming #Entrepreneurship #AI #CreativeStrategy #BrandStrategy #Founders #BusinessGrowth #marketingonline

00:00 The Journey into Naming and Branding
04:24 Building Tange: From Layoff to Entrepreneur
06:37 The Importance of Naming in Business
08:31 Successful Renaming: The Ally Financial Case
10:35 Navigating the Challenges of Renaming
12:12 The Role of AI in Naming
14:36 The Future of Naming and Branding
23:36 The Emotional Aspect of Naming
29:13 Looking Ahead: The Future of Tange and Chatnamer