Name Development

The first step in name development is deciding what you want your new name to do for your marketing, branding and advertising efforts. Making this decision allows you to narrow your name search to a certain category of name. The relative strengths and weakness of the four major categories of names are discussed on the following pages:

• Functional / Descriptive Names – Functional names are purely descriptive of what a company or product does.

• Invented Names – There are two kinds of invented, as in made-up, names: those that are built upon Greek and Latin roots, and those poetic constructions that are based on the rhythm and the experience of saying them.

• Experiential Names – Experiential names offer a direct connection to something real, to a part of direct human experience.

• Evocative Names – These names are designed to evoke the positioning of a company or product rather than the goods and services or the experience of those goods and services.