Reviewing Internet resources for branding ideas and trends, I ran across a site by NEONYM. It’s a wonderful resource if you’re into the naming process.

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There are some words that have been endlessly abused and are no longer fit for human consumption. They’ve become stale and meaningless. And in that class are words that end up in generic-type company names.

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Seven name types ranked from weakest to strongest.

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Naming can be tricky. Especially when you’re branding with a coined word name. Here’s an example: there’s a prescription drug on the market that’s pronounced acifex, according to the voice-over in the commercial. Yet it’s spelled AcipHex.

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I have identified the five most popular “last names” of America’s fastest growing prively-held companies as reported in INC 500 over the past ten years. They are:

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Naming a Company with Initials Leads to Brand Confusion. Using the initials of a three-word descriptive name does not make the shorter name memorable or engaging. It just creates uncertainty in the prospect’s mind.

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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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