John Medina has done humankind a huge favor. In his book, Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School, Medina synthesizes a body of scientific knowledge in a concise, comprehensible and yes, even entertaining fashion.

There’s a mother lode of information here that can be applied to naming. (I marked so many pages with Post-It Notes that my copy of Brain Rules looks like it’s sprouting yellow hair.) What Medina reveals about the brain’s functionality ought to be a primer for anyone creating a brand name.

Brain Rules is grounded on 12 facts about how the brain works. This is research that most people never see, Medina says. “We don’t know everything, but ‘brain rules’ are things we know for sure.”

What are these proven facts, and how can we leverage this knowledge to create more effective names?

Medina provides many applicable ideas for improving education, but fewer for marketing and advertising. I’ll pick up where Medina left off by quoting some key ideas and suggesting the implications they may have on branding, particularly when naming a new business or startup company.

There’s a lot to cover, so this will be a series of blog posts. As not all of Medina’s 12 Brain Rules are as directly applicable to brand creation, I’ve taken the liberty of reducing them to a relevant set and numbering them for this series.

Brain Rule #1 for Naming is coming up in my next post.