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Faced with a corporate or product naming assignment, you may conjure visions of silly corporate naming competitions over cold pizza or the endless search for the elusive, available url, which often results in a substandard name by default. While happy accidents can happen, most naming exercises fail because they are purely subjective, not based on any brand strategy.
Because a name is the most visible manifestation of your brand, whether it is a corporate, product or service brand, it needs to be built on a solid foundation. Having lead quite a few naming processes, I've found success by breaking down the process into six steps.
What are the strategic considerations that should guide your product naming? What is the relationship of your product name to your corporate brand? When should a product have its own brand?