‘How it was named’ is a series where I explore the creation of brand names that have caught my interest. This edition features Zoe Scaman of Bodacious 

 

1] Tell us about Bodacious; what do you do?

 

Bodacious is the embodiment of my magpie-like career journey — eclectic, dynamic, and unapologetically broad. It’s a hybrid entity: part brand strategy studio, part entertainment consultancy, part futurism and innovation lab, and a little bit of everything in between. It’s not just a business; it’s an evolving, adaptive platform that fuses everything I’ve done so far with everything I aspire to explore. Built around my philosophy rather than traditional structures, Bodacious is less about fitting into pre-defined categories and more about charting new paths, embracing curiosity, and pushing boundaries.

 

2] And why do you do it?

 

At the end of my last job, I found myself at a crossroads. There was no clear path forward, no obvious next step that truly resonated with me. I realized I wasn’t looking for the next rung on someone else’s ladder — I was searching for a place where I could finally feel at home in my work.

 

My career has been a kaleidoscope of experiences: bouncing between consultancies, ad agencies, global brands like Adidas, and entertainment powerhouses like Ridley Scott Creative Group. Each role was valuable, but none allowed me to fully be myself.

 

So, instead of trying to fit into existing molds, I decided to create my own. Bodacious is the culmination of all the threads I’ve woven throughout my career — the insights, the lessons, the diverse categories I’ve explored. It’s a way to embrace a portfolio approach, to experiment, to thrive without compromise. It’s everything I couldn’t find elsewhere, built entirely on my own terms.

 

3] What values inform your ‘why’?

 

For me, it’s all about freedom — the freedom to follow my curiosity wherever it leads, to dive headfirst into something fascinating, to research, explore, and shape those discoveries into meaningful ideas or theses.

 

We’ve been conditioned to equate success with constant expansion — bigger teams, bigger offices, more clients, endless scaling. But I’ve come to see those as traps, tethering you to a specific structure, location, or profit target. Where does it end? When is it enough?

 

Success, for me, is about reframing those expectations. As I approach 40, I’ve realized that “enough” is living on my terms. It’s the ability to work when and where I want, to choose the clients I collaborate with, to be present for my children, and to invest time in passion projects — like the white paper I’m writing now, not because it’s tied to a business objective but simply because I find the topic intriguing and hope others will too.

 

Ultimately, success is having the power to say ‘no’ more often than I say ‘yes’ — to design a life that aligns with my own values, rather than anyone else’s expectations. And I’ve achieved that.

 

4] How did you end up with the name Bodacious? (did you work with an agency, undertake trademark searches and registration, indicative costs…)

 

When I first started my company, I called it Zoe Scaman Ltd. It felt safe but uninspired, and I quickly realized it didn’t capture the bigger vision I had for myself — a broader, bolder brand with the potential to grow and evolve. I knew I needed to make a step change, so I decided it was time for a rebrand.

 

I wanted a name that was instantly impactful — provocative, playful, and memorable without requiring much explanation. I brainstormed with this in mind, and one day, Bodacious just popped into my head. It intrigued me enough to dig deeper into its etymology, which I discovered combines bold and audacious — two qualities that resonated deeply with me.

 

The term also had a playful edge thanks to its association with Bill and Ted’s Excellent Adventure, where it served as their exuberant catchphrase. I loved how it straddled these two worlds — big and audacious yet a little quirky and fun. It was distinctive, unafraid, and felt like the perfect encapsulation of the attitude I wanted the brand to convey.

 

That said, I wrestled with the decision for about two months. Was it too out there? Would people take it seriously? Was I risking failure in public? In the meantime, I purchased the domain as a “just in case” move. Then, while I was still debating, I mentioned it to a friend. A few hours later, she surprised me by building a website, redirecting it to the domain I’d bought, and basically daring me to launch. That nudge pushed me over the edge, and I haven’t looked back since.

 

The name has grown with me — it aligns perfectly with how I think, speak, and work. It’s bold, a little cheeky, and unapologetically authentic, which feels like a true reflection of me.

 

5] What did you almost call it before deciding on ‘Bodacious’?

 

I played around with a lot of ideas before landing on Bodacious. One of the contenders was Coco, inspired by Coco Chanel. I admired the legacy she built and how she challenged norms as a woman in a male-dominated industry. But Coco felt like it needed too much explaining — why that name, what it represented — and I wanted something that spoke for itself, no backstory required.

 

Another option was Aurora. I liked its associations with horizons, new beginnings, and futurism — the idea of looking toward what’s next. But in the end, it felt a little too predictable, a bit corporate, almost McKinsey-esque. It didn’t quite match the energy I wanted the brand to embody.

 

Ultimately, I was searching for a name that captured not just what I do but how I do it — one that reflected the energy and approach I bring to everything. I didn’t want to pin myself down to a specific product or service, or limit the brand’s potential if I ever wanted to pivot. Bodacious gave me that flexibility, that stretchiness, while also making a bold statement that felt true to me.

 

6] How important is a business name according to you?

 

I think a business name is incredibly important — it’s a reflection of you, your approach, and the work you undertake. It’s your first impression, your calling card, and it sets the tone for everything that follows.

 

That said, I think many people overthink it. They dig for obscure or overly clever words to symbolize their practices, but in doing so, they often end up with something that feels forced or disconnected. When naming becomes overly formulaic, it can strip away the magic. Sometimes, the best names come from a moment of intuition — pulled seemingly out of thin air.

 

For personal consultancies especially, the name has to feel right in your gut. That was my experience with Bodacious. Even as I second-guessed myself, I couldn’t let go of it — it just fit.

 

And once you’ve found the name that clicks, it starts to shape everything else: how you run your business, how you approach your work, and even the way you define your methodology. The right name doesn’t just describe what you do; it becomes part of your identity. That’s the magic of getting it right.

 

7] What one thing do you wish people were aware of about your area of expertise/industry? 

 

That there are no fixed rules — everything is fluid, ever-changing, and ripe for exploration and reinvention.

 

This lack of rigidity can be unsettling for some, leaving them feeling unmoored. The idea of working on an ever-shifting platform can be intimidating: How do you specialize in something that’s constantly evolving? How do you create lasting impact in a space that refuses to stand still?

 

But I believe the lasting power in this industry comes from your ability to learn and adapt. That’s the real foundation. You don’t build a static platform; you develop the skills and mindset to move with the changes.

 

It’s a bit like strapping on roller skates — you’ve got to embrace the movement and find your rhythm within it. That dynamic keeps me engaged and constantly stretching my brain. Working for yourself requires intrinsic motivation, and for me, that spark comes from a steady diet of new information and an insatiable appetite for learning. It’s not about mastering the unchangeable; it’s about thriving in the change itself.

 

8] Question for funsies! Fill in the blank: Whatever you do, don’t _____ 

 

Sit still.

 

It’s as simple as that. Movement — whether it’s learning, exploring, or adapting — is where growth happens.