Naming science

Name generators produce names that look fine in a logo and fall apart everywhere else. Five things pattern-completion misses, and what a phoneme-first approach produces instead.

Phonetic fit, context performance, cross-language risk, tension zone, and domain. Most shortlisted names fail at least two. A framework for evaluating candidates before you commit.

Most SaaS names fail for the same three reasons. The five properties that make software names work, what patterns to avoid, and a four-step process from category audit to domain check.

Four strategic questions asked before a single name is generated. The methodology behind some of the most durable tech and consumer brand names of the last 30 years.

Before you have ever used a product, you have already formed an impression of it. The phoneme properties behind tech brand name perception -- and how to use them.