The document discusses different types of naming strategies for products and businesses, including source names, descriptive names, suggestive names, and random names. It then provides examples for each category and evaluates potential name options for a new mobile service targeting 18-25 year old males. The document emphasizes the importance of choosing a name that distinguishes the brand, is short and concise, bundles positive associations, and is relevant to the target consumer. It advocates thinking "out of the circle" to select an unexpected, unique name that breaks through clutter.