The article features insights from naming expert David Placek, who discusses the importance of branding and the art of naming products and companies. He emphasizes how a well-chosen name can influence perception and success in the market. Placek shares his experiences and methodologies in creating impactful names that resonate with consumers.

The article explores the halo effect, a cognitive bias where an individual's overall impression of a person or entity influences their judgments about specific traits. It discusses the implications of this phenomenon in various fields, including marketing and personal relationships, highlighting how positive or negative perceptions can shape decision-making processes.

Brands using UPPERCASE names are perceived as more competent, with a potential increase in perceived competence of up to 52%. In contrast, brands with lowercase names are seen as friendlier, showing an increase in perceived warmth of up to 69%.