Mastering the Naming Process - Scott Milano - Marketing Agency Power Hour - Episode # 033

Discover the hidden strategy, creativity, and rigor behind world-class brand naming in this episode of the Marketing Agency Power Hour. Host Cal Wilder sits down with Scott Milano, founder and managing director of Tanj, to unpack what it really takes to build a specialist agency that serves global brands with names that stand the test of time.

From navigating complex renaming projects and leading a naming only agency, to building a personal brand and adapting to an AI-driven discovery landscape, Scott shares the lessons that shaped his 15 year journey. Get ready to rethink how you position your expertise, evolve your visibility, and create brand names that truly mean something in a rapidly shifting world.

Takeaways

• Lean into specialization to build credibility and attract higher-quality clients. Owning a clear niche helps you stand out in a crowded market and positions your agency as the obvious expert when stakes are high.
• Create a rigorous, repeatable process for your core service. Blend research, creative exploration, and legal/linguistic vetting to deliver work that holds up globally and earns stakeholder alignment.
• Invest in both your agency brand and your personal brand. People connect with people, consistent content and visible leadership can strengthen trust, expand reach, and open new opportunities.
• Let AI support ideation and research, while relying on human judgment for the nuance, creativity, and cultural awareness major decisions require.
• Continually update your content, processes, and positioning so you remain discoverable, relevant, and resilient in a shifting industry.

Connect with Scott:

• Scott’s LinkedIn: https://www.linkedin.com/in/scottmilano/  
• Tanj’s Company Website: https://tanj.co/  
• The Word Blog via Tanj: https://www.tanj.co/blog 

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