Question
What's the best way to select one out of several potential company names?
Answer
Read Al and Laura Ries, The 22 Immutable Laws of Branding.
But who am I kidding. Despite my constant preaching, nobody takes naming seriously. They want to get it over with in an afternoon brainstorm followed by an email vote, usually 1 month before launch when somebody needs to tell the graphic designer the name to put into the logo.
If it takes you less than a month (cumulative) of careful analysis and discussions, and possibly even some market testing, you're almost certainly doing it wrong.
The reason people don't take naming seriously is that they usually don't take marketing, the superset, seriously. Unlike a broken registration UX on a Web product, a bad name doesn't hurt you immediately and painfully, but it becomes a long-term burden, like a chronic heart condition.
Take it seriously. Study the Ries' book as carefully as you study your Ruby textbook. Sweat the blood, weep the tears. It'll be worth it in the end when you have a great name.
The difference between a great name and a lousy one can be the success/failure of your entire effort. Yes, it's THAT critical.
But who am I kidding. Despite my constant preaching, nobody takes naming seriously. They want to get it over with in an afternoon brainstorm followed by an email vote, usually 1 month before launch when somebody needs to tell the graphic designer the name to put into the logo.
If it takes you less than a month (cumulative) of careful analysis and discussions, and possibly even some market testing, you're almost certainly doing it wrong.
The reason people don't take naming seriously is that they usually don't take marketing, the superset, seriously. Unlike a broken registration UX on a Web product, a bad name doesn't hurt you immediately and painfully, but it becomes a long-term burden, like a chronic heart condition.
Take it seriously. Study the Ries' book as carefully as you study your Ruby textbook. Sweat the blood, weep the tears. It'll be worth it in the end when you have a great name.
The difference between a great name and a lousy one can be the success/failure of your entire effort. Yes, it's THAT critical.