Naming Pillars

Naming pillars compare candidate names across strategic axes — typically descriptive, evocative, and invented — with criteria for memorability, pronunciation, trademark risk, and international fit. The canvas makes trade-offs visible before you commit to a brand or product name.

Names encode positioning. A clever invented name can tax spelling and SEO; a purely descriptive name can block differentiation. Pillars force an explicit scorecard so founders and sponsors argue with shared criteria instead of taste alone.