At Poogle Media, we use 10 touchstones (along with specific project parameters) to determine whether a name is truly great. We recommend keeping these criteria in mind when you evaluate potential name candidates to maintain some measure of objectivity. Just remember, almost no name will score equally well in all of these dimensions (see “Avoid perfectionism” in the last section). In naming, as in life, there are always tradeoffs.
Does the name engage you and spark your imagination? (Crazy 8, Method, and Häagen-Dazs all do, in wildly different ways.)
Will it pop in your space, or blend in without a trace? (There’s Alaska, American, United, Delta…and then there’s JetBlue.)
3. BRAND FIT
Does it capture the essence and spirit of the brand? (Think Leapfrog, Twitter, Vogue, Tesla, Any Mountain, Wii.)
Is it easy to say and spell? (Jwaala, Xoopit,Myngle, Fairtilizer—don’t go there.)
Will it remain relevant if the brand expands? (Amazon, yes; Book World, no.) Will it sound dated if naming trends change? (RIP, Napster.)
Is it as short as possible? (Which name grabs you—Gap or PriceWaterhouseCoopers?)
Does it sound good? (Jamba Juice is alliterative.... Aria is melodic....Vudu? Woohoo!)
Is it free of serious negative meaning in a major language? (Virgin, pass. Swastika, fail.)
Does it follow your company’s naming conventions? (You won’t find Apple introducing a phone called Neptune.)
Is it in the clear for trademarking and domain use? (Toys R We? Forget about it.)
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