StackBlitz launched its pivotal product, Bolt.new, under a new brand because it was a final experiment before potentially shutting down. This strategy protects the core company's brand equity in case the experiment fails and gives the new product a distinct identity to attract a different user base.

A founder's reluctance to rebrand often stems from sentimental value (e.g., a family member designed it), not business logic. Overcoming this emotional barrier is a critical first step, recognizing the difference between a simple logo and a comprehensive brand identity that can scale.

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.

Beyond branding, the financial investment in a premium domain name can serve as a powerful psychological forcing function. It solidifies commitment to a new project, increasing the likelihood that a founder will follow through and see it to completion.

David Aaker identifies a simple, powerful tactic: ask your team what makes the company special—its "secret sauce"—and turn that into a formal brand asset. He argues even abstract concepts, like a unique way of treating people, can be branded (e.g., "the HP way") to create a potent, ownable differentiator.

Adam White credits his company's success to its expansive name over his original, narrow idea, "Executive Report." A broader brand identity allowed for expansion into various verticals and sounded more appealing, which a niche, descriptive name would have constrained from the start.