A strong name creates a sense of identity, sparks emotional connection and powers both marketing and wayfinding. “People give directions like ‘Turn left at X’ or ‘Meet me at Y’ and you want to be part of that” local shorthand, said Federal senior director of marketing Jill McCarthy. “We’re thinking about how the name becomes part of the destination, how it connects not just to the shops people visit but to the overall experience and sense of place.”
Perry warned against the assumption that generic naming conventions are more practical and recognizable. “What makes it memorable isn’t just naming it after the street or town and then slapping on ‘Crossing,’ ‘Plaza,’ or ‘Shopping Center,’” Perry said. “A lot of landlords think, ‘If I name it after the street, everyone’s going to know where it is.’ But from a marketing standpoint, it’s really the opposite, because there are tons of places named after streets. You’re not creating something unique or something you can truly own online. You need to be thinking about names from both a physical and digital standpoint.”.”
