"There is always a tendency to be descriptive" among companies, says Placek, who's worked with Verizon and Intel, among others. "Some companies want to be clever," but having worked with so many over the years he's come to realize "you should look at a name as a tool. It doesn't have to be clever, it just has to communicate something."
4 Things That Make a Startup Name Flop
September 13, 2014