In this post Tate goes on a brief rant about the expectations placed on names, and their inability to live up to them.

We don't care who develops, creates, brainstorms, or otherwise selects a name for anything, we can absolutely promise you that it ain't perfect.  That includes names developed by us. 

It's not that the creators are being mean, it's that it isn't possible to deliver.

The main reason why names can't be perfect (in my opinion) is that the criteria we use to measure names sets us up for failure.  We frequently get requests for names that are short, descriptive, intuitive, emotionally connected and completely unique.  While these are for the most part admirable qualities to pursue in a name, in many cases the strength of a name in one category will have a negative effect on others. 

Consider:

• Length vs. Descriptiveness
• Descriptiveness vs. Uniqueness
• Emotionality vs. Descriptiveness
• Intuitiveness vs. Uniqueness
• Length vs. Uniqueness

Taking the second example, The moment we describe what the thing to be named is (e.g., "Aluminum Cleanser") in a way that perfectly captures its function (or perhaps some other aspect we could describe) we lose the ability to easily distinguish our name from all the other products that do the same thing, thus making the name non-unique.  Also, the more descriptive we are the harder it becomes to remain concise. 

You might be able to find a name that perfectly meets a single measurement criterion - but you can't get one that will ace every one of them.

Florence Webb - our resident PhD (and primary process guru around these parts) was able to add yet another reason why names can't be perfect - this one relating to our expectations of what names can do for a brand.

We always ask what people want out of the name - and the lists are often huge.  We've had some lists go over fifty items.  Among the recent requests we seen are:

• Increase sales
• Increase profits
• Distance firm from bad press or scandal
• Increase brand loyalty
• Increase employee retention
  

These are all things that are good for organizations to want, right?  Given all the tools available to a business to reach these goals - is the name the best one to leverage for any of them? 

We say no.  The name can help, but it shouldn't be the first option.

• Increase sales --> Find effective promotions
  
• Increase profits --> Reduce Cost of Goods Sold
• Distance from Scandal --> Focus on public relations and changes in business practices
• Increase brand loyalty --> Improve the sales funnel, buying experience, or customer care
• Increase employee retention --> Stop beating your employees.

Your name can do all sorts of things better than other tools or methods.  It can impart a great first impression, it can bring you into legal compliance, it can make your firm easy to remember...  But it should never be the only tool you use, and you shouldn't try to use it where other solutions are more effective.   

Great names are great because of how they work with the rest of the aspects affecting the brand, not because they are in and of themselves the picture of perfection.

Anyone out there think there's a perfect name and I'm just missing it?