Maybe you have a start-up, or you’re reconfiguring a company, or there’s a merger in the works, or you’re buying a company with a lousy name.
So you’ve got to get this done. Let’s say you know just enough about naming to be dangerous. You know that the name is really important and might even contain the germ of all of your marketing if it’s done right.
But you’ve also been around long enough to know that a naming exercise can easily turn into a group kamikaze mission if not managed properly. Too many opinions at the table means you’re probably going to come up with some boring lowest common denominator that everyone’s okay with and nobody loves.
Not to mention the fact that you and the people who work for you probably have a million other important things to do.
So you have a choice. Bang your heads against the wall until something marginally acceptable comes out. Or hire some people who actually know what they’re doing and have figured out a method to the madness. People who are nuts about language and will treat the assignment like they’re naming their own kid.