Geert Docter

Naming and branding strategist. Specialties: - Naming that engages audiences - Merging and diverging brand identities and portfolios - Legal and regulatory (medical) naming challenges - Dutch as well as multilingual naming - Naming for technology and healthcare platforms, functionalities, standards and service models. Some insights: - You can't just decide on a name on rational grounds: it's often part of personal pride and identity - Name development should be integrated into the concept development process: it's part of the user experience. In the late 1990s I started as a naming creative for naming agency Globrands, allowing me to be at the cradle of hundreds of wonderful brand names in many industries and various countries. In the 2010s I took on the role of naming consultant and in 2020 got an assignment from Philips to help implement descriptive naming in Philips' global portfolio. Since 2018, I teach Industrial Design students at TU Delft about what a name does for a brand and how to find the name that does this best.