Rob Meyerson joins The PO Show! to talk brand naming and AI

What really goes into creating a great brand name?

Heirloom founder Rob Meyerson recently joined host Phillip Oakley on The PO Show! for a conversation about the strategy, creativity, and the often-overlooked complexity behind brand naming.

In the episode, Rob breaks down why naming is about much more than finding a word that sounds good. A successful name needs to work strategically, stand apart in the market, navigate trademark and legal considerations, and ultimately give a brand room to grow.

The conversation explores several sides of the naming process, including:

• Why the naming process is partly about risk mitigation—how a disciplined process can help brands navigate the legal and strategic challenges surrounding a new name.

• The psychology behind how names sound and feel, including the kiki/bouba effect and what it can teach us about sound symbolism.

• The role of AI in brand naming and where emerging tools can—and can’t—contribute to the process.

• The work behind seemingly simple ideas, and why strong naming is often the result of rigorous strategy, exploration, and experience rather than a single flash of inspiration.

Rob also shares stories from his own career, from his early experience at Interbrand to founding Heirloom and becoming the co-author of the sixth edition of Designing Brand Identity alongside Alina Wheeler.

For anyone working in branding, marketing, or naming—or simply curious about what goes into creating the names we encounter every day—the episode offers a look behind the curtain at one of branding’s most deceptively complex disciplines.

Listen to Rob’s full conversation on The PO Show!:
Rob Meyerson: Brand Naming is Risk Mitigation Strategy | The Brand Builder