This category of names includes the purely invented, the morphemic mash-up, and foreign words that are not widely known to English speakers. At their best, Invented names can be poetic, rhythmic and ripe for investing with the soul of a brand (think Google). Invented names are chosen more and more lately, because they give you the easiest path to domain name and trademark acquisition. Bad invented names, often suffering from “morphemic addiction,” litter the cultural landscape, and should serve as a cautionary tale when going this route.