Written by: Susan Neuberger Weller
The Wall Street Journal ran a print article on July 18, 2013 titled “What’s Behind Those Quirky Startup Names?” in which the author Lindsey Gellman discussed the derivation behind unique startup names such as Mibblio, Kaggle, Shodogg, and Zaarly. One of the reasons for these types of names and spellings, she says, is the need for short, recognizable .com web addresses in a space where more mainstream domain names are no longer available. She also quite correctly notes that choosing a new company name “that’s a made-up word also helps entrepreneurs steer clear of trademark entanglements.” This is not only true when choosing a new company name, but is also true when choosing new trademarks and service marks. Why is that?