I love the naming process. Somewhere between succinct headlines and a kind of modern word alchemy, it's one of the most compressed and challenging creative tasks. Some names come out perfectly logical and others spring out of nowhere. "140 Proof" falls right in the middle, as my name for this brilliant new
targeted ad network for Twitter.
Other names I've created include "Uncharted," a Jeep music tour, and "Stay. Inspired." a partnership between Chrysler and W Hotels.
