How to Name Your Brand

Whether you are naming — or renaming — a company, brand, service or product, there is a tried and true process to follow, and pitfalls to avoid.

Madelyn Postman, MD of Leidar UK, an international branding and communications consultancy, and Jandan Aliss, Trade Mark Attorney, Senior Associate, Lane IP, will share with you the insights about name creation which they have gained over the past two decades, working with dozens of clients internationally in various sectors.

20 January / Time: 18:30 – 21:00 / Price: £26

By booking a ticket for this event you are helping us to continue with our mission. The Museum of Brands is a registered Charity no. 1093538.

What you will learn

  • Whether to rename: pros and cons
  • Different types of names and what each can accomplish
  • How to find routes for brainstorming names
  • How to narrow down brainstorming results to see which ones are available to use
  • The importance of trademarking
  • How to ensure that your new name is protected


6.30-7pm Afterhours access to the Museum of Brands. Explore the collection of 150 years of packaging history with drinks available from the bar

7-8pm Talk with Madelyn Postman and Jandan Aliss

8-8.30pm Q&A and discussion

8.30-9pm Last chance to explore the Museum

About the Speakers

Madelyn Postman is MD of the UK office of Leidar, an international branding and communications consultancy. Her background is in branding and design with a particular focus on property, education, and lifestyle and luxury.

Jandan Aliss, Trade Mark Attorney, is a Senior Associate, Lane IP . She focuses on trade mark clearance searching, advising on the inherent registrability of trade marks, advising on global portfolio strategies, and filing and prosecution of trade mark applications and oppositions.

The Museum’s professional development programme is generously supported by The Marketors’ Trust @marketors