One of the most popular articles here is about the simplest and most complex aspects of marketing a business: Naming it.
I ran across a wonderful real-life story today, from Alex Blumberg’s StartUp about how they named his fledgling Gimlet Media. He encounters and explains all the typical challenges and along the way reports, in a very honest way, the missteps, discoveries, and musings. (Be warned, there is a very obscene South Park clip; no worries, he gives ample warning.) It’s a great overview of how to (how not to) name something.
StartUp: Episode 5: How to Name Your Company
And here’s my article, Naming a Product or Company.