When naming, companies often make a fundamental mistake about the nature of risk. The faulty assumption is that a company needs a descriptive name in order to “describe what it does,” or what its product does. Or an experiential name to refer as closely as possible to the experience that the company, product, or service wants you to have. This is often because leadership says they “don’t have a huge marketing budget” to do this describing. In other words, an “edgy,” evocative name that doesn’t describe what they do is considered too “risky.”
This kind of thinking is prevalent across all industries. It’s also completely wrong.
