Notes on building a name
Articles
Choosing a name is easier when the questions are concrete. Start with what people can say, what a product needs to explain, and what changes when the address moves.
Why short brandables still win
A practical case for a compact name, and the conditions that make it worth choosing.
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Can people say and spell it once?
A five-person listening exercise that reveals useful questions before a naming decision.
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House name vs product name
Draw three naming layers before asking one word to describe the whole business.
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A domain upgrade checklist
Inventory old links, email, accounts, and printed assets before announcing a new address.
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