While we seek names that are based on sound strategic criteria, a name's ultimate meaning is the result of ongoing communications and people's experiences with an organization and its products—the face value of names can be completely supplanted by new context.

Arriving at an ideal—and legally available—corporate name has a host of prerequisites, beginning with a deep understanding of the changes in business that led to the need for a new name. Then comes linguistic expertise. Creativity. Vision. And a proven process. (Patience also helps.)

RiechesBaird's rigorous name development process has been applied to more than 100 successful naming projects. Our in-house naming specialists leave no linguistic or conceptual stone unturned as they develop names for start-ups, joint ventures, spin-offs, mergers and Fortune 500 companies. From generating the master list all the way through legal clearance of the final candidate, we manage the process and keep it on track through a series of checkpoints.

As experts in corporate name development, we know how to shepherd viable candidates through the process until they're embraced internally and externally. We look for names that have a built-in fast start, and the legs to carry the company far into the future.

We also know the pitfalls of naming, and how to avoid them. We look far beyond the low-hanging fruit of Greek and Latin roots, the well-trodden territory of mythological deities, and the fleeting appeal of names-du-jour. And employee contests? Great for the company picnic—for naming, not so much.

The samples you see are just a few of the brand names we have created. For more information about these brands, our name development process, or to discuss your needs for a memorable, compelling name, contact us.

For insights and entertaining thoughts on the business of naming, visit Alan Brew's blog at www.namedroppings.com.