We’ve been doing a lot of naming over the past few months—enough to keep several of us up at night. It’s a pretty tricky business, after all. It always has been. And while many organizations are determined to develop options internally, naming is not for the faint of heart. Without a clear strategic approach, it can quickly become unfocused and unmanageable.
Of course, as naming experts, we would always recommend having an objective partner to support the effort. But because you may insist on working without a net, here are a few questions to consider. If you can answer yes to all four, then your new name may be a winner.