A creative name should keep the critics at bay

It seems like every time a new company name is created, the brickbats come out at the same time.

You get the feeling that the general public think it’s easy to come up with a new name. It isn’t of course, and there are specialists who use whizzy techniques to develop them.

But the real trick is to come up with a name that means something and can be registered.

It gets worse because apparently every word in the dictionary has long been registered. Or has it?

Finding the ones that haven’t is where true creativity shines out.

James Beveridge



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