Phil Davis, Our official Branding and Naming Expert says:
When creating a truly great company name, the number one consideration should be the level of "engagement."
"Engagement?" you ask incredulously.
Yes ... engagement.
While there are all sorts of naming strategies… metaphors, acronyms, coined/ invented, key attributes, positive connotations, etc., the one common denominator that separates the mediocre from the memorable is the degree to which the name engages the mind of the consumer.
Read Phil's entire article Why Weird Words Make Great Brand Names
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