Business Naming Basics

Business naming using coined words probably give you the best chance of getting your corporate name trademarked

There are several techniques for creating coined names. One of those methods is called truncating. You take parts of two words, preferably from words relevant to the subject being named, and combine them into one word.

Here are a couple of examples: Webolution (web and revolution), and Champale (champagne and ale). In both those examples note that one of the words is used in its entirety while the other is truncated. You may also truncate both words as Washington Mutual attempted to do with the nickname, WaMu.

(Editorial aside: Though I doubt if the WaMu name had anything to do with the bank’s downfall, I really thought adopting WaMu was a terrible strategic mistake for a bank. I just wouldn’t feel comfortable banking at WaMu even if I felt that most banks were too stodgy. Washington Mutual just went too far over that line for me.)

When you abut two words in their entirety, that’s not truncating it’s just combining them. Combining is another technique which is certainly viable and provides many more naming candidates as well.

I’ll write more about coined names in future naming tip posts.

Related business naming posts:

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4. Adding a Personal Touch to Business Naming. For unique business names, there are naming customs that permeate certain cultures that can be adapted to non-name words to...
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