Key Ideas
• Shortlisting has considerable impact on which names will be presented.
• When shortlisting, two to four namers typically review the brief, look at every name idea, and debate which ones to keep and reject.
• Awareness of common biases and blunders can help shortlisting teams keep an open mind and select name ideas with the potential for greatness.
Shortlisting is exactly what it sounds like: looking through the complete list of hundreds of names and selecting a few dozen to continue through the remainder of the naming process. It’s a necessary step, because putting every name through trademark prescreening and linguistic searches would be time-consuming and expensive, not to mention unnecessary. Because of ...
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