Naming: beyond a pretty name

Edition Collective · by Rocío Calderón

Naming is often treated as a contest of taste. The one that sounds nice in the meeting room wins. But a name doesn't work in a room: it works in the market, for years.

A good name does three things: it positions, distinguishes and endures. It positions because it suggests a territory. It distinguishes because it isn't confused. And it endures because it leaves room to grow.

Beauty is welcome, but it comes last. First, strategy defines what the name must achieve; only then does creativity find how.