Fast Company on the naming process
If developing the next hot brand name were easy, you wouldn’t need a mammoth budget. Here’s a fascinating article by Dan and Chip Heath on the process – still worth a read from Fast Company magazine:
The biggest obstacle to a great new brand name (or tag line) is that clients often expect the right name to instantly leap off the page declare itself the winner.
As Heath and Heath point out, this rarely happens – even with some of today’s most-recognized brand names. Managing the process and getting early buy-in on the criteria can help make selection more objective.