How to create a great brand name | Jonathan Bell

There are an estimated 300 million companies in the world today, ranging from big brands like Apple and Coca-Cola to small one-person businesses.

Tips on creating a great brand name and playing and winning the name game.

Introduction to the seven different categories of brand names and how to select the type of name you want for your brand.

Names that embody the visions and beliefs of founders such as Adidas and Tesla, which was named as an homage to Nikola Tesla.

Using initials or acronyms like GE and BP for brand names, which can be strategic and impactful.

Using real words like Uber and Slack that suggest attributes or benefits, suitable for companies like ride-hailing services.

Creating unique names by inventing new words, which can be highly unique but should be careful not to sound like pharmaceutical drugs.

Reflecting the brand's essence like Amazon, the Earth's largest selection of books, or Hulu, derived from a Chinese proverb.

Names with no intrinsic meaning that can create powerful brand identities by standing for big ideas like GoPro and Apple.

Selecting a name that stands for a big idea or concept rather than something related to what the company does or where it operates.

The importance of checking the availability and potential negative associations of the chosen name to avoid embarrassing situations.

Exploring the significance of a brand name as an idea that forms the basis of language and provides a playful link to the brand.

Alphabet as a rare find in creating a unique brand name for Google's parent company, Alphabet, which now uses abc.xyz as its web domain.