Naming Matters

We combine algorithms, natural language processing, phonetic similarity, and advanced search techniques to rate, rank, and visualize names that are the same or similar to yours — which could prevent you from building the brand you want. A pioneer in professional name creation, SB is known for her creative and strategic naming and brand architecture innovations; for the famous names her companies create; and most recently for her software spin-off, Naming Matters. Finding an ownable, defensible, and attractive name for a new company or product is always a challenge, a high-stake process for founders, investors, creative agencies, and enterprises. Creating names and evaluating them for availability (including the risk of being sued) has long remained the realm of founders struggling to do it themselves, creative agencies who do naming but not as their focus, and attorneys and branding consultants. Naming Matters aims to solve for this, a process that has barely changed in decades. Naming Matters automates expert naming and branding services, making name creation and decision-making instant, inexpensive, and accessible to everyone, everywhere, including for agencies, enterprises, law firms, and entrepreneurs. Our natural language processing for trademark class matching (over 14 million trademarks assessed), combined with our proprietary algorithmic scoring, allows us to visualize trademark availability vs. risk. Together these allow users with no knowledge of how trademarks work to eliminate their risky names, and quickly focus on their best name candidates. At SB’s naming company Master-McNeil, she has been responsible for creating Concur, PayPal, Clarium, Affirm, Eos, Ariba, Borealis, Connexant, Quid, Schwab Signature, Plenty, Netopia, Planet Labs, Athlon, Duron, Opteron, and Sempron (for AMD), over 60 Apple names, Pixo, LaCrosse, OneWorld, Navigant, Rendezvous, and hundreds more.