who

Meet the core Metaphor team:

Nan Budinger, Principal and Creative Director
Juli Carter, Ph.D., Linguist and Program Coordinator
Mary Long, Director of Marketing
Metaphor Talent Bank
Additional Metaphor Resources

Nan Budinger, Founder and Principal

At Metaphor, all projects are directed -- strategically and creatively -- by Nan Budinger, who has more than 16 years' experience directing verbal branding programs for a wide variety of clients, nationally and internationally.

As Lead Project Director with Landor Associates' naming division, where she began her verbal branding career, Nan directed naming programs for AT&T, Baxter International, Domino's Pizza, Air India and Quantum Chemical Corporation. While Senior Project Director at Master-McNeil, Inc., she led naming programs for Apple Computer, Sun Microsystems and Sprint United, among others.

Since founding Metaphor in 1993, Nan has assisted clients in meeting a broad range of corporate, retail, product, and service verbal branding challenges by providing companies in emerging as well as established industries with the language tools they need to illuminate a competitive positioning. The breadth and depth of experience that Nan brings to the verbal branding endeavor promotes a greater understanding of how language can be used to advance a company's business goals and facilitates internal acceptance of strategic goals.

Nan received Honors degrees in both Literature and Creative Writing from the University of California at Santa Cruz.

Juli Carter, Ph.D., Linguist and Program Coordinator

Juli joined Metaphor in 1996 and has two primary areas of responsibility: facilitation of international linguistic research for clients and creative partners, and program coordination.

Cross-cultural appropriateness of verbal branding solutions is key to success in a global marketplace. Juli's linguistic expertise enables her to evaluate names in a way that computer software cannot, focusing on issues of pronunciation and meaning, and the structural issues of language, in order to assess the suitability of names under consideration. As Program Coordinator, Juli is also actively involved with all Metaphor projects -- from assembling, coordinating, and being a member of creative teams, to overseeing scheduling, logistics, and internal and external project communications.

Juli's extensive educational background includes a B.A. in Literature, Science and the Arts, with a minor in French, and an M.A. in Linguistics from the University of Iowa. She received her Ph.D. in Linguistics from the University of Massachusetts/Amherst. As a post-doctoral fellow, Juli studied auditory comprehension and the mental representation of morphemes at the University of California at San Diego's Center for Research in Language.

Mary Long, Director of Marketing

As Director of Marketing at Metaphor, Mary Long's primary role is to initiate and facilitate new business relationships with clients and strategic and creative partners. She also works closely with clients to develop branded marketing communications materials that support their verbal branding solutions.

Prior to joining Metaphor, Mary was Director of Marketing for Addison, a leading San Francisco-based branding and communications consultancy, where she was responsible for generating new business and writing the firm's corporate marketing materials. Her professional background encompasses more than eight years' experience developing branded marketing communications -- including positioning statements, corporate overviews, brochures, and website copy -- for a number of strategic and creative branding firms and their clients.

Metaphor draws on Mary's marketing expertise to assist clients in establishing important verbal branding foundations, such as positioning or mission statements, and in the development of verbal brand extensions that enable continuity of all brand communications, including taglines, marketing message guides, and tone-of-voice parameters.

Mary graduated with College Honors from the University of California at Santa Cruz, with a B.A. in Literature.

Metaphor Talent Bank

For each project, Metaphor handpicks a team of namers from our talent bank. Our namers are trained to generate solutions according to Metaphor's proven verbal branding methodology. Our talent bank is a diverse group of people, all of whom have a demonstrated facility for verbal expression. A typical naming team may include

Additional Metaphor Resources

Metaphor has long-standing and productive relationships with



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