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When Jon Bon Jovi sang “I’m a cowboy, on a steel horse I ride, I’m wanted dead or alive”, he probably meant a motorcycle, as the expression steel horse commonly refers to classic American biker gangs and outlaw culture. But maybe, just maybe, he was paying homage to the Swedish bike manufacturer Stålhästen (Steel Horse). The company takes inspiration from..

Many are curious about the actual price tag for a brand name. We can see why, as naming can seem abstract and difficult to value for the uninitiated. What we don’t see is why it should differ from any other industry where the price is set according to unique needs and wishes. The size of the project, the number of countries for business and linguistic language checks​​, the amount..

No kickoff, no business. For this year’s autumn conference, why not include an inspiring naming workshop? During a highly efficient hour, we take a closer look at your unique brand name challenges and try a couple of joyful, creative exercises. Book before June 30 and get a 10 % discount. The offer is subject to availability.

Today, the possibility to expand and venture into new business areas is greater than ever before. But as always in business, it’s all about freedom under responsibility. A product family can start going in different directions and brands can start to cannibalize on each other. Regardless of the size of your company, it’s important that you have a clear understanding of your name challenges. We can help you build a strategic name platform…

The Swedish Patent and Registration Office wanted to see alternative names for one of their new services, a web platform for legal streaming, streamalagligt.se. The process was creative, enlightening and successful. Eqvarium created a list of exciting names, some smart and witty, others simply informative with a clear message. The website is now up and running..

According to a Native American myth, an indian chief who was the father of many sons proclaimed the words “she is a boy again” when yet another son saw the light of the day, hence the child was named Sheboygan. When the Schwandt family from Michigan recently gave birth to their fourteenth(!) son, they decided to honor the ancient tale. Social media exploded..

We learn from an early age not to play with our food. Perhaps certain restaurant owners need to learn to stop playing around with names? Even if deliberate, it’s dangerous when your brand name sounds like the opposite of tasty. We realize that “Yuc!” may refer to the traditional foods of Yucatan, and to be fair this Mexican place in Stockholm has gotten som great reviews.

Uninclusive or unappropriate names come twelve a dozen. In less representable businesses (such as the porn industry), sleazy names are pretty much standard. Everything has its place, it seems. But when big organizations and companies refuse to update their brands along with the times, things get complicated.
Swedish Brommapojkarna..