Branding 101: What a Name Can and Cannot Do for You

A strong name reduces friction — it is easier to remember, say, and search for — but it cannot substitute for a product people actually need.

What a good name does buy you is compounding marketing efficiency: every mention, ad, and word-of-mouth referral works a little harder when the name is short and clear.

It also buys optionality — a name that is not overly literal can stretch as the company expands into adjacent products.

Treat the name as infrastructure, not magic: necessary, worth getting right early, but only one input among many.