Why is brand naming harder than ever in 2025? (Don’t worry—we’ve got you.)

Naming a company, product, or service sounds simple, right? But in 2025, it’s one of the toughest—and most important—decisions you’ll make as a brand. The right name opens doors, sparks conversations, builds instant connections. The wrong name can hold you back—in ways you might not expect.

The challenge: Stand out or blend in

Thousands of new brands launch every year, fighting for a name that’s unique, memorable—not to mention, available. With global trademark hurdles, crowded digital spaces, and shifting cultural trends, the naming process is trickier than ever.
It’s no wonder so many brands end up with names that sound… well, forgettable. Or why creative teams spin in endless rounds of ideation, only to discover their top picks are taken.

The reality: Naming is both art and science

A great name is more than catchy—it’s strategic. It must reflect who you are and what you stand for. Work across languages and cultures. Pop in search results. It should be easy to say and spell, and ready to flex as your business grows.

At Siegel+Gale, we’re naming ninjas. We’ve named everything from global powerhouses to breakthrough startups and innovative products. Along the way, we’ve learned what works—and what doesn’t—in the real world.


Our Approach: Clarity, Creativity, Results

We start at the heart.

What should people feel when they hear your name? What sets your brand apart? We dig deep to unearth the core ideas that drive your business.

We go far and wide.

Naming requires creativity and courage. We generate hundreds of options—viable and not—to stretch thinking and uncover new possibilities. Every idea is filtered through the lens of simplicity, memorability, and growth potential.

We pressure-test every candidate.

Is it available as a trademark and domain? Does it work in every market? Will it stand out in a world of soundalikes? We ask the tough questions, so you can move forward with confidence.

We help you choose.

Naming can feel personal and subjective. Our process brings structure and insight, guiding your team toward the name that’s right for your brand and your future.


Need Inspiration? 8 Great (Fake) Company Names

If you’re looking for inspiration, remember, some of the most iconic names began in fiction. They’ve become part of our collective memory—not just because they’re sticky, but because they tell a story.

  • Acme Corporation (Looney Tunes): The go-to source for gadgets, gags, and wild inventions.
  • Dunder Mifflin (The Office): The Scranton-based paper supply company with endless personality.
  • Wayne Enterprises (Batman): Bruce Wayne’s business empire, powering both Gotham City and the Batcave.
  • Initech (Office Space): The ultimate parody of ‘90s tech culture and cubicle life.
  • Umbrella Corporation (Resident Evil): The name alone signals a sense of intrigue—and danger.
  • Wonka Industries (Willy Wonka & the Chocolate Factory): Imagination and magic, wrapped up in a name.
  • Vandelay Industries (Seinfeld): The most famous fake importer-exporter in TV history.
  • Cyberdyne Systems (The Terminator): A name now synonymous with AI—and cautionary tales.
  • Sterling Cooper (Mad Men): Advertising’s golden age, distilled into two memorable words.
  • Monsters, Inc. (Monsters, Inc.): A playful, memorable blend that says exactly what the business does.

The Takeaway: Don’t Settle for “Good Enough”

In 2025, a great name is your first—and best—chance to stand out. It’s worth the work. Don’t settle for a name that checks the boxes. Aim for one that sparks something real.

If you’re ready to name your next big thing, let’s make it simple, memorable, and unmistakably yours.

Learn more about naming for brands that want to be remembered. Contact us.

 

Michelle Duda is Group Director of Brand Communication at global brand consultancy Siegel+Gale.