Lateral association Naming
What is Lateral association naming anyway?
Why describe what you are when you can describe what it feels like? Instead of calling your brand 'SportsShoes' (boring), you jump sideways and call it 'Nike' after the goddess of victory, and suddenly people think about triumph, speed, and what happens when you win. That's lateral association naming.
Lateral associations jump sideways. Instead of describing what the product is, they describe what it feels like or what happens when you use it. When someone hears 'Nike,' they don't think about shoes first — they think about victory, triumph, winning. That sideways connection is why this naming technique works so damn well for brands that want to communicate feeling over function.
Why do lateral associations work so well in naming?
Lateral associations create emotional shortcuts. They bypass the rational brain and go straight for the feeling. When done right, they create instant connection, memorability, and names that stick because they're linked to experiences, not just products. When done wrong? You get a name that's too abstract or confusing.
The trick is finding associations that actually resonate. Not just random sideways jumps, but connections that people understand immediately. Nike works because victory is what happens when you wear the shoes. Others work for different reasons. That's the difference between strategic lateral thinking and random association in naming.
Real-World Examples
When should you use Lateral association naming for your brand name or product name?
Creates emotional connection — links to feelings and experiences
More memorable than descriptive names — associations stick
Allows for storytelling — rich brand narrative potential
Works well for experience-based brands
When should you avoid Lateral association naming for your brand name or product name?
Can be too abstract if association isn't clear
Might confuse if link isn't obvious to customers
Less direct than descriptive names if you need immediate clarity
Step by step guide
How to use Lateral association in naming?
Figure out what your brand actually feels like.
Not what it does, but what it feels like. If you can't answer this, go back to the drawing board.
Selfstorm sideways associations that match that feeling.
Use Selfstorm's naming creative session to explore connections. What feelings? What experiences? What happens when people use it?
Test if the association works.
Good lateral associations create connection. If people are confused, it won't stick. Show someone your name. Do they get the association?
Make sure it's not too abstract.
Lateral associations need to be clear enough to understand. If it's too vague, try again.
Check for negative associations.
Does your association accidentally link to something bad? Does it remind people of something negative? Do your homework.
Plan how you'll reinforce the association.
Lateral associations need consistent expression. How will you live the association in everything you do? If you can't answer this, reconsider.
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