Winner of "Best Session" at ProductCamp Austin 13 (August 2, 2014). For full presentation with speaker notes, please see the Google slides published here: http://bit.ly/1mlWFEk Once there, hover over the bottom left of the page, click the sprocket, and select 'Open speaker notes'. Did you know that scientists have studied what makes a great brand name? The findings may surprise you. Our intuitions about brand names are the opposite of what the science tells us. The session answered: 1. What goals should you strive to achieve when choosing a name for your product or company? 2. What does the science say about what types of names best accomplish these goals? 3. How should you choose a name? Prepare to challenge your intuitions.