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Branding Through Words

Gianofer Fields

If you're a regular listener to Lake Effect Weekend, you know that we regularly feature stories about material culture produced by contributor Gianofer Fields. 

The segment has called It's a Material World - a name Fields says came to her in a dream and for a while it was a perfect fit. The project has been and continues to be funded by the Milwaukee-based Chipstone Foundation and now, like a blushing bride, the series will also take its partner’s name and become Radio Chipstone. 

In light of this change, Fields wonders how those in charge of calling something by a particular name come up with that moniker. For help, she met with freelance copywriter Robin Kurser in Madison who's been involved with branding and naming everything from medical sites to children's learning software. 

Kurser says naming something often has as much to do with the consumer as it does with the object itself:

Gianofer Fields studies material culture at UW-Madison and is the curator of "It's a Material World" - a project funded by the Chipstone Foundation, a decorative arts foundation whose mission is preserving and interpreting their collection, as well as stimulating research and education in the decorative arts.

Original air date: 07/12/14


Audrey Nowakowski hosts and produces Lake Effect. She joined WUWM in 2014.