A good company name balances message with aesthetics, according to a BusinessWeek article of business name strategy.
US branding expert Mike Carr says the golden rule of naming is memorability; he claims if a name can get inside a consumer's head, a lot of other naming sins will be forgiven.
Start the process by conducting a brain storming session with a small group of company insiders; try scouring dictionaries, magazines and encyclopedias to get the ideas flowing.
Other tips include focusing on simple nouns and adjectives, being as catchy as possible and aiming for originality as opposed to mimicking the names of high profile companies.
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