Back in February of this year, I released the first Brand Names Report, an analysis of polling data on brand names from Brand New, the leading brand identity review site edited and written by Armin Vit.

From July 2020 to June 2023, visitors to Brand New cast a total of 22,769 votes across 131 brand names, rating each as Great, Fine, or Bad. These polls are the only easily available opinion data on brand names that I'm aware of. And while the data is far from perfect (I'll walk through some weaknesses on this episode), I wanted to see whether it could tell us anything useful about which brand names are preferred, and why.

To see the report as I walk through it page by page, visit How Brands Are Built on YouTube: https://www.youtube.com/@howbrandsarebuilt.

You can download the the Brand Names Report for free at https://howbrandsarebuilt.com/brandnamesreport/.