American Name Society Information Officer Laurel Sutton was recently interviewed at WGLT for a story about business naming. You can click through to read the story, or listen online!
Here’s a sample:
Starting a business is hard. You need money, a product or service people actually need, a lawyer. You need to find a space, a staff, and start advertising. It’s a lot.
One of the hardest parts is picking a good name. And good doesn’t just mean catchy or clever. A good name means it’s both appropriate and available, said Laurel Sutton, senior strategist, linguist, and co-founder of Catchword, one of the most prominent naming agencies in the world.
“That’s the biggest hurdle that most people face,” Sutton told GLT. “There are so many names out there already. There are hundreds of thousands of trademarks in the U.S. alone. There are millions worldwide. To find the name for your thing that’s not already taken, that’s the hard part.”



You might know that Wendy’s was named after founder Dave Thomas’ daughter Melinda (nicknamed Wendy), or that McDonald’s was started by two brothers of the same name, but where did the name Chipotle come from? Or Whataburger?
Electric scooters are everywhere, and you might be wondering about their names. Why is one called Lime, and another called Spin? Which names are best suited to this new breed of transportation? 
What is the intrinsic (as opposed to trademark) value of short string domain names? It depends, of course. Rights holders have been willing to challenge domain name registrants even if they have no actionable claim for cybersquatting.
Ever wonder why Kentucky Fried Chicken, a restaurant with a wonderfully descriptive name, changed it to KFC? It wasn’t because the chicken wasn’t actually chicken (as one conspiracy theory holds), and it wasn’t because they wanted to avoid the word “fried” (as other internet theorists believe). The real reason is much more prosaic. 
