Launching a new brand name involves a lot of screening, both legal and linguistic. Legal screens are obvious: Can you file for a trademark? Can you obtain the right domain name? But linguistic considerations are a bit more complicated than that. In this article I’ll explain what’s possible and what’s necessary for your new brand name.
Laurel Sutton is one of the co-founders of Catchword, a Bay Area naming firm. She now focuses her expertise on linguistic analysis at Sutton Strategy (suttonstrategy.com).