Don't Call It That!

Feb 15, 2018 @ 7 p.m. in San Francisco

As Eli Altman says it in his new book, your name is the tip of the spear. It’s the first thing people see and hear. It’s your first shot at grabbing people’s attention and arousing their curiosity. How are people supposed to talk about your new company if they can’t remember or pronounce the name?

Contrary to popular belief, naming has nothing to do with omitting vowels. It has nothing to do with smashing letters together until you find an available URL that sounds like a Latvian powerlifter grunting. No, naming is a process. You’ll need time. You’ll need insight. You’ll need to start here.

In this talk, we'll hear from Eli on his insights shared in DON’T CALL IT THAT, his step-by-step workbook that will guide you through the naming process. As A Hundred Monkeys Creative Director, Eli helps folks of all sorts to develop attention grabbing names that speak the right audience and establish the start of the brand. Join us for a fun night with Eli! 

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Eli Altman

Creative Director at A Hundred Monkeys

Eli Altman is Creative Director at the Berkeley, California-based naming and branding company A Hundred Monkeys. He joined the company in 2009 and became creative director in 2012. He has led projects for many big companies like Google, Samsung, and Target – as well as a wide variety of bars, restaurants, and startups. Before joining A Hundred Monkeys, Eli worked at MetaDesign and Factor Design in San Francisco.

Eli has been interviewed on naming and branding with The New York Times, NPR, The Guardian, Inc., and 99% Invisible. Eli has released two editions of his naming workbook, Don’t Call It That, with Extracurricular press in 2014 and 2016. The book has been featured in The New York Times, Slate, and The Globe and Mail. His newest book, Run Studio Run, details how to operate and grow a small creative studio. It is slated for release in May, 2018.

If the stars align you might find Eli sitting outside Cole Coffee in Oakland or trail running around the East Bay Regional Parks with his goofy Doberman, Davis.