The most common company naming trap is this – creating a new business name that’s accurate and descriptive, but utterly forgettable. And it’s easy to see how it happens. Unlike real life application, naming is usually done in a vacuum -- with no context, no accompanying logo, website or brochure copy. A group of key decision makers sit in a boardroom and toss names around in the air. And with no supporting cast, no background, no props, the good names often seem disconnected and even ridiculous. It’s at this stage the mind wants to make sense of the names; and without context, without supporting elements, it defaults to free associations from the past. This is what kills off many a great brand name.
Imagine a committee looking for a brand name for a new computer company. Someone suggests the word "apple."
Read Phil's entire article Monster Amazon Crocs – Why Creative Company Names Work Best
Phil Davis, our official Branding and Naming Expert