The Igor Naming Agency emailed a story and link tonight to a blog where it discusses how companies should choose name for themselves, or for their services or products. The same ideas would apply to movie or book titles, movie or book series (which can be trademarked) and domain names, which, as we know, can be closely related to trademarks.
The post is called “The Agency Names of Naming Agencies”, here.
It says to look at the names of the competition, and that naming is a competitive sport.
The categories are “Functional”, “Invented”, “Experiential”, “Evocative”. (Not “functionable”.)