Brand naming in 2010s: Linguistic disaster headlines · 421

Brand naming shows why a name survives in 2010s under “Linguistic disaster headlines.” The figure beside that is 2010. Do not write a baby-name score as if it were a statute. Separate the name you register from the name you call. Pitch-room naming as theatre — fiction’s consultancy.

Naming a product or company — linguistics, trademark search and the hard problem of a word that must travel and still be free to file. A brand name is a commercial given name with a lawyer attached. It must be sayable, ownable and capable of living on a package in more than one language.

Practical difficulty is high because the good words are taken, the suggestive words are weak as marks, and the invented words fail in some mouths. This page is craft and clearance. It is not baby-name fashion, and it will not tell you that a lucky stroke count will make a product succeed.

Is a brand name the same as a company legal name? Not always. Trade names, corporate names and trademarks are different filings. The pretty word may fail one of them. Descriptive marks are hard to protect. Distinctive or arbitrary marks (Apple for computers) are stronger — a trademark-law classic, not a vibe.

Say Brand naming with 2010s, “Linguistic disaster headlines,” and 2010. Luck-stars are not those three.2010s

Figures to keep

Year of the rule: 2010s
Figure on the name: 2010
Topic: Brand naming
Line in the record: Linguistic disaster headlines

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