Entrepreneur: The Secret to a Good Business Name

By: Jennifer Wang

For entrepreneurs, "Rumplestiltskin" probably ranks low on the list of required reading, but one lesson should come through loud and clear: names are serious business. In fact, coming up with the right name is probably the single-most important branding concern for a business, says Jay Jurisich, creative director of San Francisco-based naming and branding agency Igor. He is also the founder of WordLab, a website that offers free naming resources and discussion forums.

According to Jurisich, a good name demonstrates your brand and your values. A bad name forces you to resort to explaining and advertising. In the Igor Naming Guide, Jurisich breaks down naming pros and cons in four broad categories, showing why some are powerful and others are just plain yawn-inducing. (more)