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.