The Secret

Dear Peggy,

What’s the secret to coming up with cool company names?

Signed,

Gotta Know


Dear Gotta,

Every naming company has their own special sauce.

What I can tell you is that there are a lot of elements in the naming process.

Names that resonate from a cultural standpoint are much stronger than new made-up words with unique letter streams, which tend to be sterile and lack emotional connectivity.

The creative component is hard to discuss. It’s like talking about a painting. You can describe the color palette and the brushstrokes, but you can’t describe the essence of the creative process, or the emotions you experience when you look at the painting. It’s really an interactive moment that can’t happen without the painting or the viewer.

A good brand name does the same thing – excites and interacts with the audience.

Yours truly,

Peggy