Usually I rant about this name or that tagline. But today I want to praise a particular brand – Abilify, a prescription medicine aimed at those with bipolar disorders.

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There’s more to selecting or creating a name than just “naming”. First, there are a series of strategic questions you should ask. Remember that naming should begin with a strategic naming brief.

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But whatever you’re naming, creating a successful name can be exasperating and time-consuming. All the good ones seem to be taken. One solution is to create a coined name. Coined words can often produce unique, memorable and relevant names.

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