The Idea Blog

Good column today from Stuart Elliott of the New York Times about eProject. At least that was the company’s name.

Here’s the good part, a description of how the naming consultant works on a project such as this:

“Typically when Catchword works with a client, a team will generate 2,000 to 2,500 ‘name candidates,’ … which are culled to about 200.

“Those are sent to an internal evaluation team that checks for availability as trade names and domain names. Needless to say, the latter is crucial in a wired marketplace.

“The potential names are also screened through … a ‘linguistic analysis’ to make sure they are appropriate in other languages, also important as more marketers sell products and services abroad.”

It’s not simple, and we’ve been through this exercise recently with our Yamaha client. But a good name, ah, it’s a wonderful thing.