The Name Inspector is a verbal branding superhero based in Seattle, Washingon. He has named many companies, including Zulily, Seattle’s newest multibillion-dollar online retailer.

Though firmly rooted in Seattle’s lively startup scene, The Name Inspector has rescued clients all over the world from the perils of bad names and frustrating naming experiences.

When The Name Inspector slips out of his Kevlar uniform and into mufti, he goes by the name of Christopher Johnson. His alter ego is a half-time Professor of Practice in the Department of Communication at the University of Washington, where he teaches about language in branding, social media, and popular discourse.

Prof. Johnson wrote a book called Microstyle: The Art of Writing Little, published by W. W. Norton & Company. It’s a field guide for the age of the incredible shrinking message, and can help anyone create better names, taglines, slogans, headlines, tweets, and other tiny texts.

The Name Inspector has a finely tuned ear for names. A sharp eye. A delicate palate. He has a PhD in linguistics from UC Berkeley and years of experience as a naming and verbal branding specialist. In this blog he analyzes names, discusses the naming process, and shares some more general thoughts on language, branding, and popular culture.

You can hire The Name Inspector to help you with your own verbal branding challenge.

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