Clarification of the brief 

In the first step, we will meet with you to review the brief and expand on any areas where we may need further information or clarity. We will also be looking for this meeting to agree the following points:

Understand how the name(s) will be judged
Set and agree the evaluation criteria
Set and agree the weighting of the evaluation criteria
Budget and process for purchasing URLs if they already owned
What categories/classes may be required for trademarking purposes

Understanding the naming landscape

Working with you and your knowledge we will then carry out a brief review of the competitive landscape focussing on the following points to ensure that any names and structures put forward for consideration do not cause confusion with something that is already in existence in the marketplace. We will be looking at:

What brand names the competitors use
What brand structure the competitors use
Listing of competitors product portfolio names
Setting names into a positioning map for reference

The Magic Hat 

We will then begin generating names using a number of creative methods that we have developed over the years. On average over 100 new names will be crafted which are then refined using the defined criteria into a long list for the next stage.


The long list is then checked against our lexicon of globally recognised words, including; latin, greek, idioms, phrases and colloquialisms in the target countries. From this check a short list of suitable names and a brand hierarchy structure is defined.

Search engine check 

The short list of names are checked in Google and Yahoo to see what results are returned and these are evaluated to see if there are any threats, confusion, undesirable links, or if the name has clear water and has an advantage with no rankings. This last case usually only occurs with invented names as they are completely original.

URL availability check 

The availability of the TLD domain names to match the short list is then checked and if any are available will be secured at time of checking in order to avoid any cyber sniping during the process. If direct URL matches are not available then we will evaluate whether or not they area available for purchase, or if a short form or extension of the name is available as an alternative, depending on the criteria set for the name selection.

Online Trademark check 

The short list of names can then checked against the available online trademark registers for availability or potential conflict in the categories/classes that have been defined in the criteria. (Note: This does not include visual marks at this point).

Our recommendations 

The outcome of all the research and preparation is a report presenting the final shortlist of new name(s) and their proposed hierarchy along with the evaluation results of each of the stages above against the original criteria to enable a decision to be made to move forward.