WHAT'S IN A NAME? A LOT, ACTUALLY. HERE'S HOW TO PICK THE RIGHT ONE FOR YOUR COMPANY

Summary from the TLDR Marketing newsletter

A strong brand name helps a company stand out, but the process requires time, structure, and clear criteria rather than a single burst of inspiration. Founders should treat naming as a month-long effort that starts with solid positioning, a detailed naming brief, and a broad brainstorm that produces hundreds of options. A shortlist should then be evaluated for trademark risk, domain availability, distinctiveness, pronunciation, and longevity. The final step is legal clearance, which often includes a knockout search and a comprehensive search before deciding whether to file a trademark.