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How it works

This tool runs you through a structured, six-phase naming process. It's inspired by the methodology used by the firm behind some of the most iconic brand names of the last 30 years — Blackberry, Swiffer, Pentium, Impossible Burger, Febreze, Sonos, Windsurf, and many more.

The whole thing takes about 10-15 minutes. You answer questions, the engine does the heavy lifting.

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Phase 1

Strategic Discovery

We start by understanding what you're building, who it's for, and what the competitive landscape looks like. Then we climb the benefit ladder — from what your product does, to how it makes people feel, to the ultimate emotional territory your name should own.

This is where most people stop. They name their product after what it does. That's how you get ProMop instead of Swiffer.

Phase 2

The Treasure Map

We design three parallel creative briefs — three different angles of attack for finding your name. One team knows everything about your product. One adds a surprising new element. One doesn't even know what category you're in.

This is how you search the entire ocean instead of one small pond.

Phase 3

Name Generation

The engine generates 150+ raw candidates across seven fundamentally different name types:

• Warm real words (like Blackberry for a phone)
• Sharp obscure words (like Facet or Kerf)
• Coined words (like Swiffer or Febreze)
• Bold claims (like Impossible)
• Compounds (like Windsurf or SlimFast)
• Foreign roots (like Azure or Volvo)
• Pattern-breakers (like SpaceX or Shopify)

Quantity leads to quality. Most of these names are trash — and that's the point.

Phase 4

Screening & Narrowing

Every candidate gets run through five filters:

• Processing fluency — can you pronounce it instantly?
• Surprise — is it unexpected in your category?
• Sound symbolism — do the phonetics match your brand energy?
• Competitive moat — would your competitors never have the courage to use it?
• Trademark check — basic availability screening

The goal is "surprisingly familiar" — easy to process, but unexpected in context.

Phase 5

Proof of Concept

Finalists get tested in context — in headlines, introductions, and taglines. Not on a spreadsheet. You see how they feel in the real world.

The one rule: is it believable? In less than a second, does someone lean toward thinking this is a real brand?

Phase 6

Final Presentation

Your top 3-5 names, each with a full story: where it came from, why it works, what it sounds like, and what to pair it with.

The name that makes you most uncomfortable is probably the right one. Every iconic name ever created was initially rejected by the client.

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The right name creates asymmetric advantage. It compounds every single day it's in the market. Bad names create friction. This process finds the one that doesn't.