The document outlines eight principles for naming a search engine, emphasizing the importance of relevance, memorability, and storytelling. It suggests that names should carry meaning, evoke excitement, and stand out in a crowded market while encouraging the generation of numerous alternatives. Additionally, it highlights the need for names to evolve and grow on potential users over time.

2. Eight
principles
of
Naming

3. The search engine
has changed everything
You need a name that’s
relevant and truly compelling
The key is grabbing attention
and staying memorable

4. Choose a name that tells your brand’s story
Over time, expand the meaning of your name
to make it even more powerful
The more significance your name carries,
the more work it will do for you
2. FILL IT WITH MEANING

5. 3. SAY IT
The best names are ones
people want to tell their friends
about
Say, shout, and even sing
names
to see which will echo for years

6. 4. DON’T WAIT TO FALL IN LOVE
Even the best name may not seem
terrific the first time you hear it…
Give it a chance
to grow on you

7. A name may appear scary
Look past the fear to find energy & possibility
A buzz of surprise signals a name that stands out
5. LISTEN TO YOUR FEAR

8. 6. STAND OUT IN A CROWD
If you are different,
you want to sound different
What do customers expect
from your category?
How can your name
signal something new?

9. 7. TOO MUCH IS
NEVER ENOUGH
Develop thousands of
alternatives
You need a list both
broad and deep

10. 8. EXPECT ITS STORY TO
EVOLVE
There may be many reasons to dislike a name…
…but you can’t make the right decision
if you never make any decision at all
Names are elastic - stretch them,
to mean what you want

11. To sum up…
first
second
third
fourth
fifth
sixth
seventh
eight
MAKE IT MEMORABLE
FILL IT WITH MEANING
SAY IT OUT LOUD
DON’T WAIT TO FALL IN LOVE
LISTEN TO YOUR FEAR
STAND OUT IN A CROWD
TOO MUCH IS NEVER ENOUGH
EXPECT ITS STORY TO EVOLVE