There’s a great article on Design Taxi today highlighting the stories behind common brand names like Lego, Wendy’s, Coca-Cola, Starbucks and more. This gives insight not only into the stories, but also how brand naming has evolved over the decades. Whereas before there was little competition in the marketplace, so names like Wendy’s would work, now however that name would be washed into the background of a restaurant brandscape.
You still need a name that has a story behind it. Those are the most powerful. You also need a name that’s going to pull out out of the brand noise and get people asking questions like: What’s that place all about? What kind of food are they serving? That sounds yummy, when does it open?