The Browser Company's old-fashioned name was initially a signal of original thinking. However, once 50-100 other startups copied the convention, it became an 'anti-signal' for unoriginality. This demonstrates how a unique branding strategy can quickly become devalued through imitation, punishing followers and even the originator.

If everyone in the company instantly understands and agrees with your launch message, it might be too safe. A great launch reframes the market, which should provoke some initial internal skepticism. This indicates the message is bold enough to break through external noise.

Breakthrough companies often succeed not by iterating endlessly, but by 'planting a flag'—making a strong, often contrarian bet on a core thesis (e.g., email-first media) and relentlessly executing against that vision, even when it's unpopular or lacks momentum.

The Browser Company of New York used a 150-year-old naming style ("The [Product] Company of [Location]"). This juxtaposition of an old convention with a modern product was a powerful way to signal original thinking and stand out in a crowded market.

The model's memorable name originated from a tired PM's last-minute decision for an internal codename. Its accidental, organic nature made it feel fun and 'Googly,' ultimately becoming a powerful, unplanned branding asset that boosted public recognition and adoption.

A great name isn't just catchy. It must be original within its category, linguistically easy for the brain to process ('processing fluent'), and contain an element of surprise that grabs attention and makes it memorable.

Palo Alto Networks insisted on calling its product a "next-gen firewall" despite sales team fears. This forced conversations about replacing incumbents, preventing them from being relegated to a secondary "helper" category and ensuring long-term market leadership.

To find an original name, don't just look within your industry. Explore diverse domains like mythology, science, or aerodynamics. The goal is to map out a wide 'ocean' of possibilities before diving in, ensuring you discover unique concepts instead of defaulting to industry jargon.

To drive cultural change and ensure adoption of a new process, give it a memorable, idiosyncratic name. Rippling calls its Product Quality List the 'Pickle' (PQL). This creates a 'vessel for meaning' that becomes part of the daily lexicon, making the process stick in a way a generic name wouldn't.