However you approach it, coming up with winning names is more than just a game. In an old building in Sausalito, California, a crack team of linguistic, legal, and creative specialists pieces together word fragments, flips through pictures, and runs sophisticated database software. New product introductions are exploding at the rate of more than 26,000 per year. As a result, new names, good names, even legally available names are harder and harder to find. Yet more important than the rewards of a good name are the risks of a bad one.
Experts disagree, however, on the best strategy for tapping into that pool of possibilities.
Take the case of Honda's first luxury car. The Deja-Vu Taboo. It sounds like a natural element and very powerful. Put the Whole World in Your Name. They should also be short.