Plato, you saucy philosopher, you really get us namers, don’t you? We don’t usually wax Socratic here at Zinzin, but it warms our creative hearts to know that way back in 375 BC a great thinker understood the connection between creative invention and great need. In his famous dialogue, The Republic, Plato wrote, “Our need will be the real creator” — a proverb more widely known today as “Necessity is the mother of invention”…or of invented brand names, as this case may be.
What’s an invented name?
An invented name falls under the category of brand names that includes purely made-up, morphemic mash-up, unknown foreign words, and abstract names with no inherent meaning. Some call them fabricated or newly coined. At their best, invented names can be poetic, rhythmic, and ripe for investing with the soul of a brand (think Google). On the other hand, bad invented names, often suffering from “morpheme addiction,” litter the cultural landscape, and should serve as a cautionary tale when going this route.