Carphone Warehouse outlived car phones by 20 years. Your name will outlast your first product - choose one that survives pivots, trends, and technology shifts.
Avoid Technology Terms
"Web 2.0," "Cloud," "Digital" - dated within 5 years. Abstract names (Amazon, Apple) survive tech changes.
Avoid Trend Words
"Artisan," "craft," "bespoke" - trendy today, cringe tomorrow. Test if the word existed 50 years ago.
The Pivot Test
If you pivot to a different product, does the name still work? "iPhone" limits to phones. "Apple" works for anything.
Geography Constraints
"London Coffee" can't expand to Manchester without looking silly. Keep location out of the name.
Warning: Rebranding costs £50,000-500,000 for established businesses. Future-proofing at launch costs £0.
Demographic Timing
Names targeting millennials will age with that generation. Timeless names target universal human needs.
Generic Names Can't Be Trademarked
If you want legal protection and a name competitors can't copy, make it distinctive from day one. Timeless and distinctive go hand-in-hand.