Jonathan Bell is Managing Director of Want Branding, a brand consultancy with offices in Miami, Denver, and New York, and clients like Bose, Royal Caribbean, and Call of Duty. Jonathan has about 30 years of experience in the branding industry, during which he's completed over 800 projects and worked with over a third of the companies in the Fortune 100—companies like Google, Apple, Coca-Cola, Mercedes-Benz, and Disney. He's also a visiting professor at Wharton and a frequent conference speaker, including a 2016 TED talk, "How to create a great brand name."

Jonathan shares clear, straightforward thoughts and advice on naming, including his four-step naming process, an approach to shortlisting, recommendations for presenting names, and more.