5 Characteristics of Great Company Names

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They Invent a New Language

Making up a word should not be a last resort; it should be the first option. The founders of Google and Gizmodo didn't find their company names in a book, or anywhere for that matter, because they never existed before. Combine two words or concepts, spell a word incorrectly, think outside the box; customers appreciate independent, risk-taking brands that try to distance themselves from the competition that plays it safe. So let other businesses settle for the simple descriptive names. And allow yours to strive to be different. —Dave Smith