How to find the perfect name

The name you choose for a product or company may be the single most important branding decision you make, yet it is too often delegated to junior staff or tackled in group brainstorming sessions.

Invented names like Pentium actually take less money to build into brands than existing words because they signal 'new and innovative' and generate more attention due to being unexpected.

Effective naming requires building for trust, communicating an original idea rather than describing what the company does, and making the name accessible and easy to process.

Large brainstorming sessions rarely produce good names because of peer pressure to agree and everyone's need to be right; small teams with esprit de corps generate far better results.

The sound of a brand name matters as much as its meaning: specific sounds create specific impressions, like the 'z' in Azure creating a strong signal and the 'zure' creating a smooth experience.