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To create a good brand name, the brand name creator has hung up on his wall all the precepts and principles on this matter. I will not remember them, they are encountered on all the tablets, and they finally will not help find a name.

But really, is the name so crucial? Can we see many people filling an application to change their name, giving as a pretext that their name is not retentively,  sound bad, means an insult in Melanesian, is not pronounceable or for any other reason?  these events are rare. That's not the name that make the personality neither master his destiny. We can find nicknames or even stage names which are rather extensions than replacements of the family name. The most common names haven't avoid great careers or uncommon destinies.

A name is nothing but a name. It's not the name that makes the product, and the consumer don't care of the name if the product fits his need. A good brand name will never save a bad product.  Casually it can speed up its decline.

How much care is given to the word etymology, when the word is assigned to an object, the word just means the object. Up to the point that the Brand can become a generic word.  Too much communication and a famous usual object, and your beautiful well known BRAND does not select your product but just mean a common generic object (Ex: PC, at the beginnings was really meaning Personal Computer of IBM. Now a PC does not at all mean a PC manufactured by IBM, but just a personal computer of a what ever brand. Even you say: "We need an IBM PC on this desk.", the purchase department will probably give you any PC of the brand of it's choice). 

As a revenge, in some case the brand can virtually act like a magic potion and provide a powerful attractive medium; for instance to define a product whom is hardly describable. That is the case for the perfumes. Strategies are varied and the marketing departments do not hesitate to use extreme wording (cf. Poison or Opium). Associated with the trademark, the name can transgress without hindrance the frontier of the illicit.

And here starts the work. A brand Naming company is NOT entitled to provide just any proof and acceptable words. It must provide magic words.

The neologism: Royal way, magic way.

In a brand naming project, the principal pitfall is with no doubt the juridical clearance. Trademarks infringement actions can be costly. So we must minimize any trial risk with a competitor (cf. case Vivendi/Vis-à-vis).

Using a neologism as a brand name offer several advantages. A neologism helps to prevent against this congenital disease, the trademark infringement. Sure enough, in creating a word made up out of the full cloth, the probability to encounter a concurrent trademark in the same class is reduced. In addition, when it's time to create a new product or service, it is logical to associate a tailor-made word. Finally, the number of possible combinations become tremendous if we switch from mixing words or roots to free letter arrangements.

But beyond this prophylaxis, the neologism blazes the trail to an unknown world. Must we then resort to magic, cabalistic formula, cryptic naming, alchemy? Who will find the magic formula which will open the cave of the Forty Thieves? Do the Tibetan monks will discover the real name of god? Get out of the dictionaries and reach the power of pure creation.

The word power is immense, a simple word and you reach a concept. A simple neologism is enough to define an invention, a new service, a new product, a new profession...

Guess these futurist new jobs, discovered by koK'n.fizZ:

 Or these amazing objects that will be soon on our shelves:

Can we find in these neologisms any introduction to powerful concepts underneath? How these concept seeds will germinate in the mind of genius inventors?

 The name creator of to-morrow will face the growing problem of the semantic jam. The creative step of brand naming will require more and more endeavors. Creativity techniques and computer assisted programs will be sharpened.

To register a trademark, is not only a commercial need, but a long term investment. If we refer to the astounding amount of money that could be invested in a simple word, or in brand name repurchase, we are allowed to think if it is better to invest in strategic names rather than to play Bingo, buy pictures or jewels.

In the records book, the most expensive word that will be ever sold, is not yet written.