The naming process includes identifying appropriate words and "making them a thing."[1] Smaller than a word is a morpheme, the building block from which marketing names such as "Lumina" are formed.[3]
One example is how NameLab used the prefix "Acu" to help form "Acura."[4]
The term "In-capping" involves joining and capitalizing multiple words and describes the name NameLab.[2] It worked for clients such as AutoZone. A NameLab competitor used the idea to change its own name from Millennium GroupetoNeuVision Group LLC in the year 2000.
NameLab's Bachrach defended his business, saying, "If you make up a word, you will have much stronger proprietary rights." Also, just as do-it-yourself tax filers are H&R Block's largest competitor,[5] the name-it-yourself approach can work: Yext named itself by combining Next and Yellow Pages.[6]
Naming can involve psychologists, linguists and semanticists.[3] A supporting process helps convince companies on what they're doing: STAR - "Segmentation Through Attitudinal Restructuring".
Advertising guru Al Ries said: "The name is the single most important decision you'll ever make as a company."[2][3]
Much of the company's work is for naming products, with related suggestions for product characteristics, such as the color of a pill.[3] Another part of this work is to verify that the suggested name is not already in use.[7]
