The internet era created a naming explosion. Today anybody who has an idea can “claim it” in the public domain by securing a website or social media handle. Despite this phenomenon, names still matter because they are the keys to unlocking memories and associations that drive behaviors.
Today, brand names are strategic more than they are creative. They can drive cohesion between related offerings, separate unrelated products and services, or be used to subvert competitive action.
Names range from descriptive to evocative, abbreviations to metaphors – but there is no single best type of name, only the best brand naming strategy for the circumstances. A well-built naming strategy navigates the competitive, cultural, and legal landscape to ensure a moniker is defensible and enduring. Therefore, naming is primarily an objective, deductive endeavor.