We select names from three vantage points.
Once we are confident that our teams have created broad ranges of potential solutions, we review each candidate from three distinct vantage points:
Strategic Impact: This is the ability of a new name to get attention (within a category), generate interest, and deliver a new message.
Semantic Value: Too often a name is selected simply by its literal meaning or rejected because of a few personal associations. In our selection process, we look beyond a word’s literal meaning and analyze other possible associations that the name might suggest. Is the name multifaceted? Can it deliver new energy to the category?
Phonetic Structure: Does the name look and sound natural or artificial? Does it offer a pleasing, rhythmic quality? Is it constructed to create a balance between vowels and consonants? Is it likely to be memorable because of its stress patterns? Does it help to convey the right tone?