☕ Name game

September 28, 2026

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Sponsor Logo: Frontify

It’s Monday, and McDonald’s has unveiled its own media network. Ba da ba ba ba—we’ll have to wait and see if advertisers are lovin’ it.

In today’s edition:

What’s in a name? 🚗

Growing it out 🧴

Agents of change 🤖 —Jordyn Grzelewski, Kristina Monllos, Jasmine Sheena

A split image of an electric vehicle charger turning into a signature being written by hand

Morning Brew Design, Photos: Adobe Stock

Oh, just everything a brand hopes to convey to consumers about its functional and emotional appeal—succinctly. No pressure or anything.

That’s been true of EVs as they’ve gone from novelty to the mainstream—and naming conventions have evolved along the way, from the early days of the sustainability-minded Nissan Leaf to a dizzying array of alphanumeric names (looking at you, Toyota bZ4X) to recent conceptual entrants like the Ford Fathom.

“Naming is not for the faint-hearted,” Johan Hesslefors, strategy director at brand agency Kurppa Hosk, told us. “A name is the beginning of a conversation you have with a product, or an experience, or a company. So it has a lot to carry.”