Key Ideas
• A proven, rigorous process helps avoid many pitfalls of naming.
• The basic naming process includes seven steps, from creating a naming brief to a full legal search and final name selection.
• For a typical naming assignment, professional namers create hundreds of name ideas.
I’ll admit it: my favorite scene in one of my favorite movies involves Scrabble. In the 1992 film Sneakers, Robert Redford’s character leads a team of security professionals hired by people and companies “to break into their places, to make sure no one can break into their places.” A pivotal scene halfway through the movie sees Redford flipping a Scrabble board and rearranging letters until he discovers that the name of a ...
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