Article by Phillip Davis. Reprinted with permission.
Mistake 7: The Campbell's Approach (Using alphabet soup to name your firm) 
This is a trend that is thankfully wearing off. Driven by the need for a matching domain name, many companies have resorted to awkwardly constructed or purposefully misspelled names. The results are company names that sound more like prescription drugs than real life businesses. Mistake 2 sometimes gets combined with this one and results in a name like KwaliTronix (or worse - mistakes 2, 4 ... 7, resulting in KwalTronixUSA). It's amazing how good some names begin to sound after searching for available domain names all night. But resist the urge. Avoid using a "K" in place of a "Q" or a "Ph" in place of an "F." This makes spelling the name and locating you on the Internet all that much harder.
It's not that coined or invented names cannot work; they often do. Take for example, Xerox or Kodak. But keep it mind, names like these have no intrinsic or linguistic meaning, so they rely heavily on advertising � and that gets expensive. Many of the companies that use this approach were either first in category or had large marketing budgets. Verizon spent millions on their rebranding effort. So did Accenture. So check your pocketbook before you check into these types of names.
Related Posts:
Mistake #1, Mistake #2, Mistake #3, Mistake #4, Mistake #5, Mistake #6, Mistake #7, Mistake #8.
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