How we name things

Naming products and features is crucial for businesses as names shape perceptions and influence direction. Companies often focus on naming their primary brand while neglecting product and feature names. However, a bad product name can dilute the impact of the company and product names alike. Three core principles should be considered when naming: 1) Choose complementary names that set the right expectations; 2) Opt for realistic, high-fidelity names instead of fantastical ones; and 3) Focus on sticky names rather than delightful ones. A name's primary purpose is to support the brand, not the other way around.