And uniqueness enables the name to stand out in the mind without being confused with other names. At once it is fresh yet familiar and unique and memorable. Manufacture a new word out of parts of existing words. Next to the method above, this is probably the next most common way new words are formed - existing words are combined with other words. For example, bedroom is a combination of two words, bed and room.
Breakfast is a combination of break and fast.
At times words are truncated and then combined. The EatZi's brand mentioned above combines two words. Eat and Zi's. The Fixwell brand we created for an engineering firm specialising in maintenance and repairs is a combination of the rods fix and well. The name Landsmiths we created for a landscaping firm is a combination of land and smith.