Insight Categories: Company Naming

How to develop a perfect name for your company, product, or service

The company believes its new brand, Elevance Health, conveys its “commitment to elevating whole health and advancing health beyond healthcare.”

Naming your new company is a huge opportunity. Get it right, and you’ll have a powerful tool to express your...

Changing your name doesn’t fix your company, but it can be the right decision when your business is moving into new directions.

BlueTriton may sound like the name of a new superfoe for Aquaman, but it’s not. It’s the new moniker of bottled water company Nestlé Waters North America.

It’s hard to make a financial services company sound young and edgy. But is “young and edgy” really what you want from the people holding your financial future in their hands? The financial services company formerly known as Standard Life Aberdeen is betting that you do. We, however, are not convinced.

The military uses them. Apple uses them. Pretty much any kid with a walkie-talkie uses them.

Given its big portfolio from Big Blue, Kyndryl will enter the marketspace as the fifth largest solution provider in the world. So what's with this name?

This consumer tech startup from OnePlus co-founder Carl Pei is big news. Does the name do it justice, or is it a big, well, nothing?

Is Rabobank a naming felony or just fun to say?