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Jonathan Bell is the founder of WANT, a consultancy, and a branding expert who has created over 150 company names and the identities of over 400 products and services. When Google changed its holding name in Alphabet, everyone seemed to have an opinion about it. That’s because brands have relevance in today’s world. Brand naming is a science, argues Jonathan Bell He is the founder of WANT, a consultancy, and a branding expert who has created over 150 company names and the identities of over 400 products and services. He is also a faculty member at the New York’s School of Visual Arts. His most challenging assignment? Naming his two kids. Thankfully his wife chose the names: Lucas and Luiza.
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