Inc – The Best (and Worst) Company Names of All Times

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January 4, 2009

“By using a memorable metaphor, Amazon really helped its brand grow.” says Phillip Davis, the founder of Tungsten Branding in Brevard, N.C.

“The name positions the company as a source of abundance and diversity. (JetBlue) is a descriptive hybrid that conveys the industry and provides a sense of open, blue skies,” Davis says.

It also uses the newer ‘jet’ rather than the old-school ‘airline.’” (CompUSA) “The truncated geographic descriptor name limits the company to one category in one country,” Davis says. “If you’re looking for a computer in the U.S., this is your place. But for a DVD player? Who knows?”

About Phil Davis

Brand Naming Expert

With over twenty-five years of company naming and branding expertise, Tungsten founder Phil Davis is a marketing and advertising veteran, having personally named over 250 companies, products and services worldwide. As a sought-after naming expert, Phil has been quoted in The Wall Street Journal,, Businessweek, Entrepreneur, and Newsday.

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