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.