The Naming Book — A Workbook for Naming Anything

A business, a boat, a band, a book, a house, a cat, a child. Most people name things the same bad way: wait for lightning, reject everything, panic, take whatever’s still available on a Tuesday.This is the process instead. A brief to fill in first. Two sheets for generating sixty names — because the good ones only turn up once the obvious ones are out of your head. Seven tests to run the shortlist through. A scorecard for six names across all seven. And a decision page where you write down why it won, because in six months you’ll wobble and somebody will suggest something shinier.

The only real test: can somebody hear it once and repeat it correctly an hour later?

Everything else comes second.

Not legal advice — check your trade mark register before you spend money on signage.