The Naming & Branding Manifesto

19 Burn Your Thesaurus.

Consulting a thesaurus is the first stop on the naming train for most people, who think that finding the right synonym will lead to the perfect name. It won’t, because it’s already been done to death. Go deep instead – immerse yourself in art, read poetry and literature, study science. If you want an uncommon name, surround yourself with uncommon sources. Each competitor of yours that chooses a boringly “appropriate” name from a thesaurus is doing you a great favor.