Making Up Names

If you’re developing a name for a new business or a new product, here are two reasons to make up a word from scratch.  First, assuming the made-up word has the right “feel,” you get to create the meaning.  Starbucks is a great example; completely meaningless, but now infused with the meaning the wanted it to have.  Likewise Viagra.  Second, a word created from scratch has a certain search engine magic.  If it didn’t exist before you made it up, then guess who pops up first when you do an online search?  You guessed it.  Remember – a name you make up won’t dazzle you or anyone at first.  Nike didn’t.  Apple didn’t.  Yours won’t.  It’s what you make of it that matters.