Anthony Shore

About Anthony Shore

I hate terrible brand names. It’s my cause to make sure you don’t have one. I take…

Experience

1. Chief Operative

   Operative Words

   Jan 2009 — Present · Oakland, CA, US

   I hate terrible brand names. It’s my cause to make sure you don’t have one. I take comfort knowing that I’ve introduced hundreds of names to the world that people genuinely enjoy. Best of all, wonderful names work wonders for business. Drawn from my career, these are the kinds of names I strive for:Tonal digital fitness systemHumantoldMythic AIRather OutdoorsFitbit SensePlume LumanityPattern EnergySwoop portable MRITurntide TechnologiesAdobe LightroomParasail AIGrowlAmples cryptocurrencyUtmostVirgin VoyagesLyric hearing aidEvident ScientificDreyer’s Slow-Churned ice creamGlintRun Brain RunQualcomm SnapdragonYum! BrandsQuell wearable pain reliefScribe WineryRapt StudioTaut AIBeyond name creation, I have 36 years under my belt developing naming strategies, nomenclature and architecture systems, scientific terminology, and taglines such as:Love is a four-legged word (Whole Paws)Make Now Yours (Pause relaxation drink)Energy for Generation (Pattern Energy)#VoteForYourLife My perspective is uniquely holistic, informed by a career unlike any other. I’m an award-winning linguist and expert in computational linguistics. I’ve been a photomechanical typesetter, software product manager and marketer, ad copywriter, and paste-up artist. Prior to establishing my agency, Operative Words, I was Global Director of Naming & Writing at Landor Associates and a namer at Lexicon Branding. The New York Times Magazine wrote a feature story about my work. BBC News tells me 100 million people watched my interview on naming best practices. You’ll find that press on OperativeWords.com, as well as my portfolio, process, and blog where I share my expertise to help everyone become a great namer or great judge of names.I’d like you to hire me, but if you don’t, please make damn well sure you end up with a great name. You — and the world — deserve nothing less.

Education

• Clark University

  Psychology, education, optics, artificial intelligence, programming, literature, philology

  1985 — 1988

• University of California, Santa Cruz

  BA, Honors, Linguistics

  1988 — 1989

Skills

• Creative Services
• Corporate Branding
• Integrated Marketing
• Brand Architecture
• Company Naming
• Brand Implementation
• Digital Strategy
• Collateral
• Visual Identity
• Creative Strategy
• Name Development
• Consensus Building
• Brand Development
• Corporate Identity
• Graphic Design
• Storytelling
• Branding & Identity
• Positioning
• Product Naming
• Product Innovation
• Brand Awareness
• Packaging Design
• Art Direction
• Marketing Communications
• Strategy
• Messaging
• Nomenclature
• Brand Management
• Packaging
• Content Strategy
• Marketing Strategy
• Taglines
• Copywriting
• Linguistics
• Graphics
• Creative Direction
• Public Relations
• Marketing