Jonathan Bell starts with coffee and a sheet of paper

Jonathan Bell is Managing Director of Want Branding , a brand consultancy with offices in Miami, Denver, and New York, and clients like Bose , Royal Caribbean , and Call of Duty . Jonathan has about 30 years of experience in the branding industry, during which he's completed over 800 projects and worked with over a third of the companies in the Fortune 100—companies like Google , Apple , Coca-Cola , Mercedes-Benz , and Disney . He's also a visiting professor at Wharton and a frequent conference speaker, including a 2016 TED talk , "How to create a great brand name." Jonathan shares clear, straightforward thoughts and advice on naming, including his four-step naming process, an approach to shortlisting, recommendations for presenting names, and more.