Do they address anywhere about how your company size, existing user base or marketing budget has an influence?<p>I feel if you're launching something solo without an existing user base and little budget, you should probably side with a descriptive name or maybe associative name (as they're called in the article) over anything clever.<p>If you're Apple or Google, you could pick any name you want and people are still going to talk about it + try to understand what it is. If you're solo and hoping to grow from organic marketing and word of mouth though, I think it's a big missed opportunity to pick a name that doesn't somewhat describe the product.<p>For example, you can pretty accurately guess what "hackernews" is over "slashdot". A mention of hackernews seen on a webpage is then more likely to get clicked or Googled for because you're not forcing the user to spend more time figuring out what it is, especially when the name appears with little context e.g. "I saw it on hackernews yesterday".<p>Edit: I'm not talking about SEO here. I'm talking about when your app name is seen on a web page or mentioned in an online forum, and if a descriptive name has an advantage here.
The business goals matrix feels weird in some places; is a deviant name really more SEO-friendly than a descriptive name? Why wouldn't an associative name be trademarkable?