INC took a look at naming and brokedown what they see as the three approaches to naming a business or a product. A benefits name, the unique name or the straightforward name. I highlight below their take on option 2, the unique name, the kinds of names people submit to BrandBucket or Atom.
The key takeaway I found interesting was the author felt that without a massive budget no one would remember the name.
The unique or odd name
Here, you would choose a name that stands out because it is unique, even if it doesn’t directly convey what your business does. Think Yahoo, Google, IKEA, and Xerox. While these names may not immediately reveal the nature of the business, they are distinctive. That said, the challenge with this option is that without a massive marketing budget, getting people to remember your odd business name is next to impossible, and then all you end up with is … a business with a weird name.
You can check out the whole article on INC.com
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