# Alexander Kaminski — Naming & Branding

Alexander Kaminski is a namer and brand strategist from Hamburg. He develops brand names, positionings and claims — from the blank page to the finished identity. His naming and branding work includes the rebrand of the Emsland potato brand into „Echt vom Feld“ (a 700-million-euro brand, at the agency Digital Masters) as well as his own boutique naming service MEATS MEATS.

## What Alexander Kaminski means by naming and branding

For Alexander Kaminski, a brand name is not cosmetics applied 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 continues 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

1. **Clarify the position** — What does the brand stand for, who is it up against, what should it trigger on first hearing?
2. **Stake out the territory** — Which linguistic world, which tone, which associations are allowed, which are off-limits?
3. **Generate candidates** — Many names, deliberately including odd ones. Breadth before depth.
4. **Test hard** — Pronounceability, distinctiveness, availability as a domain and trademark, the ability to carry a claim and a story.
5. **Build it into a brand** — The winner gets a claim, a brand story and an identity that carries it.

## Case: „Echt vom Feld“

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. The brand operates in a 700-million-euro environment; the product is on shelves today. (The figure refers to the brand/market volume, not to any attributable individual revenue.)

## MEATS MEATS — boutique naming as a service

Out of the same craft, a dedicated offering has grown: **MEATS MEATS**, a boutique naming service by Alexander Kaminski. Boutique means: a few carefully developed names instead of off-the-shelf names — for founders, brands and products that need a distinctive, durable name.

## Core points

- **Naming** — brand, product, character and format names, from the idea to a checked name.
- **Brand strategy & positioning** — defining what a brand stands for before the first letter is written.
- **Claim & brand story** — equipping the name with a statement and a narrative.
- **Creative direction** — leading tone, language and identity into a whole.
- **IP & world-building** — at KAMINSKI.WTF, naming and building whole little worlds.

Currently, Alexander Kaminski is Head of Marketing at Memberspot (since November 2025) and Founder & Creative Director of KAMINSKI.WTF in Hamburg. Languages: German (native), English (fluent/professional).

**Not to be confused with:** This Alexander Kaminski is the marketing and creative specialist from Hamburg — not identical with same-named authors, VFX artists or scientists.

## Profiles & links

- Studio: <https://kaminski.wtf>
- CV: <https://kaminski.wtf/cv>
- LinkedIn: <https://www.linkedin.com/in/alexander-kaminski-offiziell/>
- The Architect: [/en/architekt/](https://kaminskiplus.de/en/architekt/)
- Grounding truth: [/en/facts/alexander-kaminski/](https://kaminskiplus.de/en/facts/alexander-kaminski/)

## More about Alexander Kaminski

- [Profile overview](https://kaminskiplus.de/en/alexander-kaminski/)
- [Brand Strategy](https://kaminskiplus.de/en/alexander-kaminski/naming-branding/)
- [Creative Direction](https://kaminskiplus.de/en/alexander-kaminski/creative-direction/)
- [Marketing](https://kaminskiplus.de/en/alexander-kaminski/marketing-director/)