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    Zoran Vucev Alejandro Cabrera Stef McDonald Alessandra Rizzotti

It's Usually the Hardest Part: Four Small Busineses on How They Picked Their Name

Rodrigo Mejia

There's a lot of work that goes into building a small business, but one of the toughest obstacles is settling on a name (even Google was once known as BackRub). "I was looking for a word that meant spicy in Sanskrit, and when I took a step back I was like, 'These names mean nothing to anybody,'" said Reuben Canada, who eventually found the name for his drink, JIN+JA, after stumbling upon it online. Check out USA Today's excellent video on four small firms and their process in finding a name.

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  • Alejandro CabreraAlejandro Cabrera

    I believe it is like a paradox, the name does not really matter and at the same time it does, a two-edged weapon. I have seen many beautiful products with very unique names, I have seen many products with the same name. One thing is for sure, it has to be remembered.

    • Ben GoldhirshBen Goldhirsh

      I think you can imbue any title with the values you want, you just might have extra work or less work depending on what values the name itself brings to the starting line.

      • Alejandro CabreraAlejandro Cabrera

        Totally agree with you sir, it's all about values and meaning, congruence and alignment with your company. To me, it's all about the uniqueness that distinguishes your brand from the rest, however, an appropriate, catchy and cool name can get you in there much faster. Regards.

  • Alessandra RizzottiAlessandra Rizzotti

    "We Rub You" for the sauce name and "JIN+JIA" for that drink name don't seem really related to the products - unless I'm missing something. I think a company name needs to have more meaning than just having sentimental value to the founder -- or not meaning necessarily anything at all. That way, people understand the product they're actually getting.