The 6-Step Framework for Naming Anything with Katie Miserany, Global Head of Marketing at SurveyMonkey | Ep. 443
From The Marketing Millennials by Daniel Murray
September 9, 2026 · 43 min
About this episode
Katie Miserany discusses the six-step framework for naming products and the importance of brand storytelling in marketing.
How do you land on a name when you're staring down fifty thousand options, and none of them feel right? Katie Miserany, Chief Communications Officer and Global Head of Marketing at SurveyMonkey, just led the naming and go-to-market for Launchpad, SurveyMonkey's new suite of market research tools built for Marketers with zero research background. Katie joined the company on the communications side, worked her way up to Chief of Staff, and took over the newly combined Marketing and Communications function about a year ago. And, Katie breaks down the six-step framework her team used to name Launchpad, why they started with a brief instead of a brainstorm, and how deciding who the product was NOT for (professional researchers who could build it themselves in SurveyMonkey) sharpened the name, the positioning, and the entire go-to-market. She also walks through how the internal debate between "SurveyMonkey Launch" and "SurveyMonkey Methods" got settled, not by whoever had the loudest opinion in the room, but by 4,500 survey responses. Plus, Katie tells the story of SurveyMonkey's 2021 rebrand attempt, when the company tried to shake its "silly" name to look more enterprise ready, and…
People in this episode
Host: Daniel Murray
Guest: Katie Miserany
Topics covered
- naming strategy
- marketing
- brand equity
- product positioning
- go-to-market strategy
Keywords
- naming framework
- SurveyMonkey
- marketing tools
- brand storytelling
- product naming
- go-to-market
Mentioned in this episode
Organizations: SurveyMonkey, SurveyMonkey Launch, SurveyMonkey Methods
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