Company Name Requirements

Brett Adcock shares his philosophy on company naming, emphasizing simplicity and memorability as core principles.

Core Naming Philosophy

• Names must satisfy three fundamental rules:
  • Easy to say
  • Easy to spell
  • Easy to pronounce
• Most company names violate at least one of these basic rules

Brand Building Approach

• Treat company naming like building a house foundation
  • Pour significant effort into the early stages
  • Create a strong foundation for future brand building
• Focus on developing iconic brands over time
• Consider the name as part of broader brand identity including:
  • Icon design
  • Visual identity
  • Overall feel

Domain Strategy

• Doesn't require perfect domains at launch
• Willing to start with alternative domains
  • Example: Used fly.archer.com before getting archer.com
• Eventually acquires preferred domains when feasible:
  • Archer.com - Purchased for "hundreds of thousands" before going public
  • Figure.ai - Purchased for $100,000
  • Cover.ai - Purchased for "tens of thousands"

Real World Examples

Brett's companies following these principles:

• Vettery
• Archer
• Figure
• Cover

The goal is creating memorable, simple names that can develop into strong brands over time while maintaining flexibility on domain acquisition timing.