naming-and-branding

Start with the Diamond Framework to define what winning looks like and what the name must communicate. Then generate at least 1,000 candidates using prefix-suffix matrices and small teams, shortlist 50-100, and test with consumers and linguists before validating trademarks.

Effective names are suggestive rather than descriptive, distinctive enough to stand out from competitors, and easy to process. The Three Pillars framework evaluates names on building trust, communicating an original idea, and remaining accessible to the human brain.

Invented or suggestive names are generally stronger because descriptive names blend into competitive landscapes and limit expansion into new categories. Case studies like Pentium and Navan show coined names signal innovation and give flexibility to grow into new industries.

Consider renaming when your current name acts as a cage preventing expansion into new categories, as happened when TripActions became Navan. A successful rebrand must change the underlying promise and experience, not just update the logo.

Avoid expecting to know the right name when you see it, relying on large brainstorming sessions, dismissing bold ideas as off-brand, and playing it safe. Comfortable names are usually forgettable, while polarizing names often become the strongest brands.