One of my favorite blogs is Snark Hunting, published by the corporate naming gurus at Igor.  If you ever need convincing about how a name can help your company stand out, set aside some time and read their stuff.

Or just read this single post.  It’s about two naming companies and their Google paid search ads.  The post talks about on trademark infringements and the problem of using a descriptive name.

But here’s what’s hilarious to me:  The two companies in question are in business to come up with good business names.  You’d think they’d try to show off all the creativity in the world.

Instead, their names are:

• Strategic Name Development
• Namebase

Next time I need a great name and have the budget to hire an agency, I’m going to Igor or A Hundred Monkeys.  Not that I think either of those companies are intrinsically better … they’re all very successful organizations with happy clients.  But when I’m shopping for a naming agency, I think a firm that’s done something interesting with its own name is more likely to do a great job with mine!

If you’re developing a name for a new company, product or service, look at the other companies in your category.  Then try to distinguish yourself from them.