Eightprinciples of Naming

1. MAKE IT

MEMORABLE

The search engine

has changed everything

You need a name that’s

relevant and truly compelling

The key is grabbing attention

and staying memorable

2. FILL IT WITH MEANING

Choose a name that tells your brand’s story

Over time, expand the meaning of your name

to make it even more powerful

The more significance your name carries,

the more work it will do for you

3. SAY ITOUTLOUDThe best names are ones people

want to tell their friends about

Say, shout, and even sing names

to see which will echo for years

4. DON’T WAIT TO FALL IN LOVE

Even the best name may not seem

terrific the first time you hear it…

Give it a chance

to grow on you

5. LISTEN TO YOUR FEAR

A name may appear scary

Look past the fear to find energy & possibility

A buzz of surprise signals a name that stands out

6. STAND OUT IN A CROWD

If you are different,

you want to sound different

What do customers expect

from your category?

How can your name

signal something new?

7. TOO MUCH IS NEVER ENOUGH

Develop thousands of

alternatives

You need a list both

broad and deep

8. EXPECT ITS STORY TO EVOLVE

There may be many reasons to dislike a name…

…but you can’t make the right decision

if you never make any decision at all

Names are elastic - stretch them,

to mean what you want

To sum up…

first MAKE IT MEMORABLEsecond FILL IT WITH MEANINGthird SAY IT OUT LOUDfourth DON’T WAIT TO FALL IN LOVEfifth LISTEN TO YOUR FEARsixth STAND OUT IN A CROWDseventh TOO MUCH IS NEVER ENOUGHeight EXPECT ITS STORY TO EVOLVE