What's in a name? Plenty, so here's how to choose one that stands out.
How can you create a memorable business name? We asked marketing expert and creativity consultant Sam Horn, whose newest book--POP!: Stand Out in Any Crowd--explains how to be memorable.
Entrepreneur: Where do you start when coming up with a business name?
Sam Horn: If [you] want to go from "generic" to "genius," write down [your] core words. Describe what [you're] offering. What are its functions? What are its attributes? What are its strengths? How would you explain to someone what the product or service does for them? [Take] two of its benefits, two of its functions or two aspects of its appearance, and put them together in a trademarkable term that can become your business [name].
Those are the core words. Then you can run those core words through different exercises. For example, you can make it alliterative, like the product name Java Jacket.
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