Verbal brand and naming consultant. Specialties:- Naming that engages audiences- Merging and diverging brand identities and portfolios- Legal and regulatory (medical) naming challenges- Dutch as well as multilingual naming- Naming for technology and healthcare platforms, functionalities, standards and service models.Some insights:- You can't just decide on a name on only rational market driven considerations: it's often part of professional pride and identity- Name development should be integrated into the concept development process: it's part of the user experience.In the late 1990s I started as a naming creative for naming agency Globrands, allowing me to be at the cradle of hundreds of wonderful brand names in many industries and various countries. In the 2010s I took on the role of naming consultant and in 2020 got an assignment from Philips to help implement descriptive naming in Philips' global portfolio.I’ve returned home to agency work at Globrands in summer ‘23.Since 2018, I teach Industrial Design students at TU Delft about what a name does for a brand and how to find the name that does this best.