Naming is important. It’s central to proper branding. If a brand is an empty vessel into which one pours meaning then a name is the most common representation thereof.
Way back when, geographical location relied on names to convey information. Delaware Water Gap. Great South Bay. Summit, NJ. Iceland. My advice for brands is to create names that convey information about the product, E.g., Coca-Cola (as in coca bean), or to a lesser degree convey something about the product’s inherent value. I worked for an owner who named a social media startup Zude because it rhymed with Dude.
Like naming children, naming a brand is not easy. But as difficult as it is, the best brands convey. Not just in the real estate sense, but in the communication sense. Of course, likeability and pronunciation are critical. (McCann-Erickson once presented a campaign to AT&T in a new business pitch with the tagline “Go Live.” But rather than live, as in live-wire, some pronounced it live as in live your life. Conveying, perhaps, “Get a life?” Hee hee.
The chicken and egg problem with naming involves creating meaning out of a new thing; something with no product history. That requires lots planning. But planning is what we do, yes?
Naming should be existential.
Peace.
