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  <title>Branded</title>
  <link>https://brand.fleeksite.com</link>
  <description>A two-writer naming and verbal identity studio working in fixed-fee, fixed-length sprints with trademark screening done before presentation.</description>
  <lastBuildDate>Fri, 23 Oct 2026 09:15:02 +0000</lastBuildDate>
  <language>en-us</language>
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  <title>Founder, fintech</title>
  <description><![CDATA[Twelve names, all of them registrable, each with a paragraph on what was wrong with it. We picked one in a single meeting]]></description>
  <pubDate>Thu, 17 Sep 2026 22:21:02 +0000</pubDate>
  <link>https://brand.fleeksite.com/said/founder-fintech</link>
  <guid>a8b8ccb1-0888-4daf-b4b0-dbd58de3ecf8</guid>
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  <title>Marketing director</title>
  <description><![CDATA[Our previous agency presented sixty names and a lawyer killed our favourite six weeks later. This one screens first.]]></description>
  <pubDate>Thu, 17 Sep 2026 22:21:02 +0000</pubDate>
  <link>https://brand.fleeksite.com/said/marketing-director</link>
  <guid>7f4f230d-8f88-44e4-aacb-2fc93f56c7c8</guid>
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<item>
  <title>Product lead</title>
  <description><![CDATA[They told us we needed a tone of voice guide rather than a name and charged us less than we came prepared to spend.]]></description>
  <pubDate>Thu, 17 Sep 2026 22:21:02 +0000</pubDate>
  <link>https://brand.fleeksite.com/said/product-lead</link>
  <guid>c2023711-9321-48e8-afa7-9df495fa1875</guid>
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<item>
  <title>Renaming is a migration problem</title>
  <description><![CDATA[The name is the easy part. Retiring the old one is where the money and the damage are.]]></description>
  <pubDate>Thu, 17 Sep 2026 22:21:02 +0000</pubDate>
  <link>https://brand.fleeksite.com/renaming-is-a-migration-problem</link>
  <guid>4d17b146-72e0-47dc-829c-3d3daded8646</guid>
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  <title>Why we do not design the logo</title>
  <description><![CDATA[Two writers doing one thing, and the third of enquiries we refer away for free.]]></description>
  <pubDate>Thu, 17 Sep 2026 22:21:02 +0000</pubDate>
  <link>https://brand.fleeksite.com/why-we-do-not-design-the-logo</link>
  <guid>2ca53149-02d7-4f3a-b00a-d9c641bf6273</guid>
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<item>
  <title>The name that died in week three</title>
  <description><![CDATA[A perfect word, an identical mark in class 9 in two markets, and why we were glad to find it early.]]></description>
  <pubDate>Thu, 17 Sep 2026 22:21:02 +0000</pubDate>
  <link>https://brand.fleeksite.com/the-name-that-died-in-week-three</link>
  <guid>c55e19d9-d314-4b05-b028-a9c73e96a3d2</guid>
</item>
<item>
  <title>Against the longlist</title>
  <description><![CDATA[Presenting forty names is a studio asking the client to do the studio’s job. Twelve is a decision.]]></description>
  <pubDate>Thu, 17 Sep 2026 22:21:02 +0000</pubDate>
  <link>https://brand.fleeksite.com/against-the-longlist</link>
  <guid>bc99abfc-f67a-4ed2-881d-2d4d61389e40</guid>
</item>
<item>
  <title>What a constraint list contains</title>
  <description><![CDATA[Languages, classes, markets, and the three names your board already loves. Written down before we start.]]></description>
  <pubDate>Thu, 17 Sep 2026 22:21:02 +0000</pubDate>
  <link>https://brand.fleeksite.com/what-a-constraint-list-contains</link>
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