Choosing a name is the first and fundamental step towards understanding a product/brand, as well as a person.

To understand the importance of names, just think about how much people's names define them in our imagination. When choosing a name for a child, you can never choose the name of a classmate you hated, because that name would remind you of them.

The name must be clear, simple and evocative; if it is short, it is undoubtedly easier to remember.