Money: How to Find the Best Name for Your Biz

The right brand can help make your business. And with some 177,700 trademarks registered last year alone, it’s harder now than ever to come with a great business name. For a story for Money magazine (see page 2), I researched several tricks to coming up with a money-making moniker. These include first figuring out what you want the name to do for you—to convey a certain emotion? to highlight your competitive advantage?—before starting the naming phase, and adding to the beginning or end of a word (as travel site Expedia or GPS system OnStar did). Read about these tips and more in the January/February issue of Money.