When A Clever Brand Name Becomes An Expensive Problem

Taylor Swift’s Lesson for choosing a business name.

A founder wants something memorable. A marketing team wants something that looks good on a logo. A new product line needs a name that will stand out in a crowded market. Sometimes, the temptation is to choose a name that echoes something already familiar, whether it is a famous surname, a well-known phrase, a pop culture reference, or a word that carries an established commercial association.

At first glance, that may seem harmless. The word may be common, and the business may operate in a different industry. The company name may have been accepted for registration. A domain may be available. A designer may even have created a logo that feels fresh and distinct enough.