"Nike" = Greek goddess of victory. Story: Swoosh = her wing. Instant mythology. Meaningless "Xylo" vs meaningful "Nike" = difference between commodity and legend.
The Origin Story
"Amazon" = Earth's biggest river, aspiration to be biggest store. "Apple" = Newton's discovery, revolution narrative. Name + story = memorable combination. Story gives meaning to arbitrary word.
Founder Mythology
"Ben & Jerry's" = two actual founders. "Wendy's" = founder's daughter. Personal connection = authenticity. But: Partnership dissolves, narrative breaks. "Ben" leaves company, "Ben & Jerry's" continues (awkward).
The Mythology Trap
"Häagen-Dazs" = sounds Scandinavian (premium ice cream association). Actually invented in Bronx, New York. Fake mythology works until exposed. Authentic > fabricated.
Symbolic Names
"Phoenix" = rebirth (bankruptcy recovery brand). "Atlas" = strength (fitness company). "Oracle" = wisdom (database company). Symbol aligns with product value proposition.
The Naming Ritual
Document name selection process. "We chose this name because…" becomes brand lore. Starbucks: Named after "Moby Dick" character (seafaring coffee traders). Story enriches brand.
Evolution Narratives
"BackRub" → "Google" (renamed before famous). Story of evolution = growth narrative. Rebrand from humble origins to ambitious vision. "We outgrew our old name" = success signal.
The Villain Test
Every story needs conflict. Name should allow positioning against something. "Dollar Shave Club" vs expensive razors. "Innocent Smoothies" vs artificial ingredients. Implicit comparison = built-in narrative.
Trademark Lens checks legal availability but can't evaluate storytelling potential - narrative strategy requires brand consultant + trademark search combination.