We named a billion dollar “startup” with the guy that named BlackBerry, Febreeze and Swiffer.

Section 1: The Asymmetric Advantage of a Great Name

• The Power of a Name: David Placek, the namer of brands like BlackBerry, Swiffer, Febreze, Sonos, and Impossible Burger, argues that a company's name is its most critical brand asset. It will be used more often and for longer than anything else.
• The Goal is Asymmetric Advantage: The objective isn't just a "good" name, but the "right" name that creates a strategic and asymmetric advantage....