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Some brand name candidates contain words and syllables that look good on paper but just don’t have the distinctiveness or authority they once had.

These words usually show up in names over and over again until people just don’t pay attention to them. I’m speaking of adjectives like “quality”, “precision” and “advanced”, and syllables like “maxi”, “dyna” and “micro”.

As you eliminate the meaningless from your list of brand name candidates, think, too, about the words and syllables that are likely to become meaningless. This is, of course, difficult to judge, But perhaps a Google search will reveal a rush to use those you suspect might be trending toward becoming cliché.

So beware words that have lost their meaning/value through overuse.

Martin Jelsema
303-242-5975

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