What is Arbitrary Names naming anyway?
Sometimes the best name has nothing to do with what you do. Instead of calling your camera company 'CameraCorp' (boring), you call it 'Kodak' and suddenly it's memorable, unique, and means nothing — which means it can mean everything.
Arbitrary names are blank slates. They don't describe. They don't hint. They just exist. When someone hears 'Kodak,' they don't think about cameras or photography — they think about the brand that defined it. That freedom is why this naming technique works so damn well for brands that want to own their meaning completely.
Why do arbitrary names work so well in naming?
Arbitrary names are pure branding. They have no baggage. No associations. No limits. When done right, they create intrigue, memorability, and space to build your own story. When done wrong? You get a name that means absolutely nothing to anyone, including your customers.
The trick is making nothing feel like something. If it's too random, it's forgettable. If it sounds right, it sticks. Kodak nailed it. So did others who figured out that good arbitrary names feel intentional, not accidental. That's the difference between strategic blank slate and random word salad in naming.
What is Arbitrary Names naming?
This is the part where you'd get the actual explanation — not fluff. Real naming insights you can use. But that's for subscribers. For everyone else: mystery and sadness.
The technique works by combining specific elements in a way that creates memorable, distinctive brand names. Learn exactly how with a subscription.
Real-World Examples
Kodak — Made-up word that became synonymous with photography. That's arbitrary naming done right.
Xerox — Arbitrary name that became a verb. Perfect blank slate.
Verizon — Sounds modern, means nothing. Room to build meaning.
Zappos — Playful, arbitrary, memorable.
Etsy — Sounds crafty, means nothing. Perfect for handmade marketplace.
Oreo — Arbitrary name that became iconic.
Nike — Named after goddess, but most people don't know that.
Adidas — Founder's nickname, but it feels arbitrary and works globally.
When should you use Arbitrary Names naming for your brand name or product name?
Complete freedom to build meaning — no baggage or associations
Highly trademarkable — unique and ownable
Works globally — no translation or cultural issues
Allows brand to evolve without name constraints
When should you avoid Arbitrary Names naming for your brand name or product name?
Requires significant marketing to build meaning — starting from zero
Might confuse customers who want clarity
Less memorable if it doesn't sound right
When this technique works best
Creates memorable brand associations
Works well for consumer products
Easy to implement consistently
When to consider alternatives
May not suit all industries
Requires careful consideration
Cultural context matters
Step by step guide
How to use Arbitrary Names in naming?
Figure out if arbitrary actually fits your brand. Not every company needs a blank slate. If you need immediate clarity, maybe skip this route.
Selfstorm words that sound right, even if they mean nothing. Use Selfstorm's naming creative session to explore options. What sounds good? What feels like your brand?
Test if it's actually memorable. Arbitrary doesn't mean forgettable. If it doesn't stick, try again. The best arbitrary names sound intentional.
Make sure it's pronounceable globally. That cool arbitrary name might be impossible to say elsewhere. Test it. If people can't say it, they won't remember it.
Check for negative associations. Does your arbitrary name accidentally sound like something bad? Does it remind people of something negative? Do your homework.
Plan how you'll build meaning. Arbitrary names need stories. How will you explain what it means? If you can't answer this, you've got a problem.
Identify your brand values and attributes
Detailed explanation of how to execute this step effectively in your naming process.
Brainstorm initial name concepts
Detailed explanation of how to execute this step effectively in your naming process.
Apply the technique systematically
Detailed explanation of how to execute this step effectively in your naming process.
Test and refine your options
Detailed explanation of how to execute this step effectively in your naming process.
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