Naming is the ability to label an entity, individual, thing, or concept by its appropriate title. To label an entity, you must have access to an internal dictionary, identify the correct word for the entity, and verbalize it out loud. Phase 1 (the conceptualization phase): Getting clear on the concept of the entity. Phase 2 (designing): Creating a visual representation of the entity in some way that makes it easily identifiable. The design of an entity often involves using categories or styles.

The three basic approaches to naming are: count, semiautomatic, and meta-cognit. A cognit is a term involving an individual item, idea, or a set of items having a single meaning. A semiautomatic term is a term involving an entity and an attribute. Meta-cognit is a term involving an individual or set of items having multiple meanings.

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When we talk about human beings, all we have is a single cognitive domain. Within each domain there are single terms or words and sometimes even single words or phrases, such as pronouns. All these words and concepts are part of a language system or language organization. This language system may be conscious, unconscious, or merely functional, but it structures all the communication processes.

In older computers, we could enter the name of an individual word or phrase into the DOS text box and have it appear for all time in an internal dictionary of all words or phrases. This was good but not nearly good enough. As we know too well now, an individual’s first and last names are not nearly as easy to memorize as the product names of their programs, their audio and video products, etc. The names of the cognitive domain words, if they are not properly recognized by an individual, will be shown with an anomic apomorphism. Anomic apomorphism means ‘not easily remembered.’

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When an individual suffers from semantic dementia and loses his or her name, his or her cognitive domains get mapped wrong. When this happens, the resulting verbal loop, which is called a cognitive reinforcers, may fail to send a clear message. For instance, a common problem with referencing books and their authors is that the information contained in the book isn’t the same with what’s in the author’s index or bibliography. This makes it difficult for the individual to find and recognize things he needs to know in order for him to remember the names of the authors or the books.

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On a more positive note, it appears that the Fabrik algorithm is already being used within many large corporations. A large part of the work of these large corporations is done using advanced Cognitive Aptics methods, which is basically an advanced form of Naming and Semantic Dementia detection. The company’s brand name and logo, as well as its domain names are all part of their brand naming process strategy. Perhaps we will soon see much more of this carried out in the corporate world.