"A name should make you smile instead of scratch your head. If it makes you scratch your head, scratch it off the list." — Alexandra Watkins

• 2.5x increase in company value after Emode renamed to Tickle (4 months)
• 30% traffic increase from name change alone
• 2 syllables = optimal for memorability
• 1,000-3,000 candidates needed before finding gems (Lexicon)

1. Distinctive — Stands apart from competitors
2. Brief — Short enough to remember and type
3. Appropriate — Fits the brand personality
4. Easy to spell — No guessing required
5. Easy to pronounce — Flows naturally when spoken
6. Likeable — Creates positive first impression
7. Extendible — Works across products and markets
8. Protectable — Can be trademarked

1. Three Words Technique — Each person writes 3 words that should describe the brand
2. Syllable Recombination — Cut words into syllables, combine randomly
3. Root Word Mining — Greek/Latin roots for professional-sounding names (Xerox from "xeros")
4. Portmanteau Creation — Blend two words (Pinterest = Pin + Interest)
5. Sound Symbolism — Use letters that evoke desired feelings
6. Free Association — Idioms, proverbs, song lyrics, foreign words
7. Novel Spelling — Phonetically equivalent spellings (careful: don't fail SCRATCH)

1. [name].com — Always check first, highest value
2. [name].io — Strong for tech startups
3. [name].co — Viable alternative
4. [name]app.com — If product-focused
5. get[name].com — Action-oriented alternative

• Keep under 15 characters for Twitter/X
• Check consistency across platforms
• Tools: BrandSnag, Namechk, Knowem

1. Generic/Descriptive — "Best Tech Solutions" fails to differentiate
2. Ignoring Availability — Falling in love before checking domains
3. Cultural Blindspots — Names with negative meanings in other languages
4. Too Complex — Long, hard-to-spell names frustrate customers
5. Trendy Suffixes — "-ify", "-io", "-ly" date quickly
6. Beauty Contest Testing — Testing for likeability produces bland names

"You need 1,000 to 1,500 names before you'll find gems." — David Placek (Lexicon)

"Comfort has no power in brand naming." — David Placek (Sonos was initially rejected)

"It's called branding, not blanding." — Catchword

"The hard part of naming is not coming up with a great idea. The hard part is finding an available name." — Jeremy Miller

1. Names are strategic assets — Every marketing dollar spent on a good name compounds
2. Memorability beats cleverness — If they can't remember it, nothing else matters
3. Sound shapes perception — Phonetics work subconsciously before meaning registers
4. Legs enable growth — Names with extension potential multiply brand investment
5. Availability is non-negotiable — Fall in love with names that are free to own

• Name Evaluation Scorecard (SMILE + SCRATCH)
• Naming Brief Template (discovery questions)
• Name Candidate Table (for presenting options)
• Comparison Matrix Template
• Domain Availability Tracker
• Final Selection Documentation Template
• Output Validation Checklist

• Use SMILE test to evaluate candidates
• Apply SCRATCH filter to eliminate deal-breakers
• Consider sound symbolism for strategic impact

• Reference Catchword's 10 Touchstones
• Check Marty Neumeier's 8 Criteria
• Use comparison matrix for objective scoring

• Position names on the Naming Matrix
• Explain strategic rationale for each
• Prioritize .com availability

• Verify domain still available (can change quickly)
• Recommend immediate purchase
• Check trademark conflicts