Generic names can't be trademarked. If you want legal protection and a name competitors can't copy, make it distinctive from day one.
Misspell Common Words
Flickr, Tumblr, Scribd. Drop vowels strategically.
Use Latin or Greek Roots
Nike (goddess), Volvo (I roll). Adds depth without being pretentious.
Combine Opposites
Quiet Riot, Frozen Heat. Tension creates memorability.
Add Unexpected Suffixes
-ify (Spotify), -ly (Bitly), -able (Squareable). Makes names feel like verbs.
Use Your Founder's Name... Differently
Don't use "John Smith Ltd." Use "Smithson" or "J&S Partners."
Steal From Other Languages
"Lush" (English word, Japanese feel). Works if pronounceable in English.
The Double-Meaning Advantage
Names that mean two things create stickiness. "Apple" for computers. "Orange" for telecom. Unrelated words force the brain to remember the connection.
Brand recall increases 34% when the name has zero logical connection to the product category. Cognitive dissonance works.
Avoid Obvious Metaphors
"Swift" for delivery, "Bright" for lighting - too literal, impossible to trademark. Go sideways: "Hermes" for delivery, "Noon" for lighting.
The Invented Word Formula
Take a Latin/Greek root + add a twist. "Verizon" (veritas + horizon), "Accenture" (accent + future). Sounds real but doesn't exist in dictionaries.
Why This Works Better Than Random
Pure invented words (Xerox, Kodak) require massive marketing spend. Rooted invented words sound familiar immediately - people think they've heard it before.
Rooted invented names achieve 60% faster brand recognition than pure invented words in first 6 months of trading.
Test for Trademark
Unique ≠ available. Always verify with Trademark Lens.