The challenge is to come up with something that conveys meaning, is memorable,and isn’t just alphabet soup. Most founders don’t have the budget to hire naming advisers. Founders tend to favor short names of five to seven letters, because they worry that potential customers might forget longer ones, according to Steve Manning, founder of Igor, a name-consulting company. Linguistically speaking, there are only a few methods of forming new words. They include misspelling, compounding, blending and scrambling.
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