“It is an interesting, complicated, and marvelous time to be a woman. And, likewise, it is an interesting, complicated, and marvelous time to be naming brands catering exclusively to women.”
That is the opener to this piece, co-authored with Margaret Wolfson, brand naming expert and founder of the naming firm, River + Wolf. Should a company lean into femininity or buck gender assumptions? We unpack it in this article on trends in naming women’s brands and products.