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Pros & Cons of gTLDs

With the Internet hovering around 1 billion registered domains, it is, to put it mildly, a very crowded place. Given that staggering number and the comparative pittance of top-level domain extensions (TLDs), especially dot.coms, it’s easy to see why registering a new domain is so challenging.

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It is with words as with sunbeams – the more they are condensed, the deeper they burn.

– Robert Southey

Making the simple complicated is commonplace; making the complicated simple, awesomely simple, now that’s creativity.

– Charles Mingus

One day I will find the right words, and they will be simple.

– Jack Kerouac

Coworking Naming Trends

While many forces helped shaped the coworking phenomena, it largely arose to meet the needs of independent workers for flexible and affordable space. Today, coworking has matured beyond desks and free coffee; the best spaces include extensive opportunities for networking, personal, and professional development. In fact, coworking has become so popular it even boasts its own industry journal — DeskMag.

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3 Tips for Business Naming

Like product names, great company names should capture key attributes, roll off the tongue, and trigger terrific stories. Company names are no different, but have some extra lifting to do. Like product names, great company names should capture key attributes, roll off the tongue, and trigger terrific stories.

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How Brands Are Using Books As Messaging

If you’ve walked into a J.Crew store in the past couple of years, you might have stumbled upon a few literary classics or large-scale art books nestled into a display of Oxfords or cashmere crews. Books are part of the Warby Parker brand as well. The socially conscious eyewear company has teamed up with publishers to offer a selection of titles on sale in their library-inspired flagship. These references honor an otherwise marginalized world of literature and work to hook (knowingly or not) a population ever saturated in the digital age.

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She always wanted words, she loved them: grew up on them. Words gave her clarity, brought reason, shape.

Michael Ondaatje
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The team at River + Wolf don’t just deliver—they exceed all expectations. They are unbelievably creative, enjoyable to work with, and thoroughly professional. We cannot recommend them highly enough.

Abe Tatar, Director, The Hysek Group, New York, NY

Through the use of masterful language and crystal-clear strategic thinking, River + Wolf helped us better organize and more clearly articulate the brand, mission, and vision of our PARTNERS® program. We could not have been happier with the results.

Yolande N. Spears, Vice-President, Education and Community Affairs, The Bushnell Center for the Performing Arts

River + Wolf developed an amazing presentation of widely varying names. The name we ended up selecting is a perfect fit with our interest in buying and selling quality homes, and the all-important concept of location.They exceeded expectations in both project management and creative development.

Troy Palmquist, Founder, The Address

All the names were such high-quality it was difficult to just pick one. We’ve only been using the new name for about three months, but there’s already a noticeable difference in how people perceive us.

Joseph Bramante, TriArc Properties

River + Wolf’s responsiveness was phenomenal, and I liked that the company principal was involved at all touch points. They were completely attentiveness to our specific goals. They did everything they promised and more.

Kevin Opps, Director of Marketing and Business Development, Encorus Group

River + Wolf is phenomenal. I've dealt with many vendors, and Margaret and her team are so pleasant to work with and so quick to respond, even on the weekends. Since we’re an international, multi-national company their flexibility was key. It was a great process for us. In fact, we were so happy that we used them for two company naming projects. 75 of our top distributors loved the name as well.

Jimmy Ezzell, Managing Partner, Wonder 7 Global

Thank you for your passion and amazing skills. The process was absolutely fabulous. You went above and beyond and all of us at Unilever appreciate it. Feel free to use me as reference for future clients. I would be honored.

Gail B. Tifford, VP Media and Digital Engagement, Unilever North America

Thank you for helping us achieve some great names that will drive the overall success of our color cosmetic line. It’s been a pleasure working with you!

William Melendez, Associate Marketing Manager, Burt’s Bees

Thanks for all the great names and for such a clear and well-defined process. I will definitely keep River + Wolf in mind for future naming projects!

Bryce Goodwin, Director of Innovation, Belvedere Vodka

Margaret is wonderfully creative, using the deep insights, knowledge and inspiration of a long and entrepreneurial career in the arts to deliver compelling branding solutions.

Lohren Green, Head of Brand and Market Insights at Dolby Laboratories, San Francisco, CA

Margaret [Wolfson, Chief Creative at River + Wolf] was all around a pleasure to work with. She is a true wordsmith and a genius at her profession. She did an amazing deep dive and came up with excellent company name options that my partner and I both loved.

Matt Maroone, Co-Founder, Silver Mirror

River + Wolf’s Margaret Wolfson intuitively understood the message I was trying to convey. Her suggestions were so creative and fresh, and yet so true to my brand's character and story. And her commitment to my business was absolutely stalwart. I feel completely confident saying: River & Wolf is the best of the best.

Elizabeth Lane, Founder, Quarterlane Books

There are very few sure things in life. River + Wolf is one of them. They bring calm, order, and laser-like focus to the complicated process of branding. This results in unparalleled excellence, delivered on time and on budget.

Steven Cayre, Principal, BlueFinch Investments

Margaret is a wonderfully creative wordsmith, editor and naming expert. She adds value and insight into every project and consistently over-delivers. She has an easy, collaborative approach to her work that makes her a joy to work with.

Elainne Roberton, Director of Client Services, CB'a BrandEngine