Full Legal and Final Selection
Key Ideas
• After one or more rounds of naming, decision makers select a handful of names for full legal searches, which are performed by experienced trademark attorneys.
• The final name should be selected by one or two senior leaders or a slightly larger group; insisting on broad consensus means prioritizing a lack of offensiveness over other qualities, such as memorability and distinctiveness.
• Name research—when done correctly—and scorecards can help simplify difficult naming decisions.
Ideally, after all the work that’s gone into creating, screening, and presenting a few dozen names, the decision-making team eagerly embraces five or six ideas. But it’s not always so easy. If the team can’t agree ...
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