7 criterias for a good name

~ The Brand Gap/Marty Neumeir   #1 Distinctiveness: Does it stand out from the crowd, especially from other names in its class? Does it separate well from ordinary text and speech? The best brand names have the “presence” of a proper noun. #2 Brevity: Is it short enough to be easily recalled and used? Will it resist being reduced to a nickname? Long multi-word names will be quickly shortened to non-communicating initials. #3 Appropriateness: Is there a reasonable fit with the business purpose of the entity? If it would work just as well—or better—for another entity, keep...

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