Founder at BrandOS. Builds naming-science tools for founders who want defensible, memorable, trademark-able names.
Most naming guides chase the wrong target. Fifty years of linguistic research says polarizing beats memorable, and the sound a name makes does more work than the meaning. Here's what to do instead.
A palindrome built from the Latin for sound. Suggestive, symmetric, and structurally resonant — here is why it works.