Creating Your Brand Name

In word-lover Roy Blount's delicious new book entitled Alphabet Juice, he includes this yummy tidbit:

"Thelonious Monk played a new song. Somebody said, 'What are we going to call this one?'  Monk said, 'Let's call this...' and he stopped talking.  So it's called 'Let's Call This.' "

 

Sometime soooooo much time and money are spent trying to dream up a name for a product or service.  (And yet some of them sound as if no more time and money was spent than the effort on "Let's Call This.")

Maybe there's a shortcut to all this name branding business. It often sounds forced. And done by committee.