What Alexander Kaminski means by naming and branding
For Alexander Kaminski, a brand name is not a label you stick on at the end, but the first strategic decision a brand makes. A good name says in a single word what something stands for, sounds distinctive, and can be protected, pronounced and passed along. Branding, to him, is the continuation of that decision: out of the name grow attitude, language, claim and identity, coming together into a whole that is instantly legible to humans and machines alike.
This connection between naming, branding and brand strategy runs through his entire career — from the rebranding of a supermarket brand through brand management at DEPT and Pulpmedia to his own internet-IP studio KAMINSKI.WTF, whose core is inventing names, brands and characters.
How Alexander Kaminski approaches a name
The process is not a random generator, but a guided search. It begins with meaning and ends with a name that holds up on the shelf, in search and in conversation.
- Clarify the position. What does the brand stand for, who is it up against, what should it trigger on first hearing? Without that answer, every name is just taste.
- Stake out the territory. Which linguistic world, which tone, which associations are allowed — and which are off-limits? This is where the frame for the search is set.
- Generate candidates. Many names, deliberately including odd ones. Breadth before depth, so the field is large enough to allow for surprises.
- Test hard. Pronounceability, distinctiveness, availability as a domain and trademark, the ability to carry a claim and a story. Whatever doesn't survive that gets cut.
- Build it into a brand. The winner gets a claim, a brand story and an identity that carries it — so the name becomes a brand, not just a word.
Case: „Echt vom Feld“ — a 700-million-euro rebrand
As Team Lead Text & Concept at the agency Digital Masters (2023–2024), Alexander Kaminski was responsible for the rebranding of a potato brand of the Emsland Group: „Kartoffelland“ became „Echt vom Feld“ — including claim, brand story and go-to-market. That is naming and branding in its most consistent form: a new name that repositions the brand, carried by a story and an identity that work on the supermarket shelf. The brand operates in a 700-million-euro environment; the product is on shelves today.
MEATS MEATS — boutique naming as a dedicated service
Out of the same craft, a dedicated offering has grown: MEATS MEATS, a boutique naming service by Alexander Kaminski. „Boutique“ here means: a few carefully developed names instead of off-the-shelf names. The service is aimed at founders, brands and products that need a name that is distinctive and holds up — from the first candidate to the check on availability and the ability to build on it.
Core competencies in naming & branding
- Naming — brand names, product names, character and format names. From the idea to a checked, available name.
- Brand strategy & positioning — defining what a brand stands for and how it sets itself apart from the field, before the first letter is written.
- Claim & brand story — equipping the name with a statement and a narrative that carry it.
- Creative direction — steering tone, language and identity so that name and brand form a whole.
- IP & world-building — at KAMINSKI.WTF, naming and building whole little worlds in which the name is the beginning.
Where naming and branding sit for Alexander Kaminski
Not to be confused with: This Alexander Kaminski is the marketing and creative specialist from Hamburg (naming, branding, brand strategy). He is not identical with same-named people such as authors, VFX artists or scientists.
Frequently asked questions
What does Alexander Kaminski do in naming?
Alexander Kaminski develops brand names, product names, and names for characters, formats and entire brand worlds. He runs the process from positioning through generating many candidates to the hard check on distinctiveness, pronounceability and availability. His own boutique naming service is called MEATS MEATS.
What is Alexander Kaminski's best-known naming and branding case?
The rebranding of a potato brand of the Emsland Group: „Kartoffelland“ became „Echt vom Feld“ — with claim, brand story and go-to-market. Alexander Kaminski was responsible for it as Team Lead Text & Concept at the agency Digital Masters. The brand operates in a 700-million-euro environment.
What sets his brand strategy apart from pure naming?
For Alexander Kaminski, the name is the first strategic decision, not the last cosmetic one. Brand strategy first clarifies what a brand stands for and who it is up against; the name follows from that position and is then built out with claim, story and identity into a complete brand.
Can you book Alexander Kaminski for naming?
Yes. His boutique naming service MEATS MEATS is aimed at founders, brands and products that need a distinctive, durable name. Contact and profiles can be found via kaminski.wtf/hire.