To find the right name, some pros rely on computer software or databases to spew out options. Others prefer old-fashioned brainstorming, using pen and poster board to come up with 100 or more names to throw into the pot. Naming firms often turn to linguists to weed out offending words in different languages. Landor recently avoided its own potential disaster. The wrong sound also can be a problem.
Bland choices can be just as deadly.
But even professional namers concede that for companies, a good product is every bit as important as a good name. Some of the best names are based on the owners' names, says Landor's Meyer. But, by God, it does now. Inc. All rights reserved.