The meaning behind the moniker: how to choose a science-company name that delights customers, colleagues and investors

"a little bit silly-sounding would probably stick in people's heads better"

"I think it's a great name. It's topical, it's relevant. I know what a wobble base pair is, and you can have an extended conversation about that."

"Unfortunately, most often, people would call up and say, 'Oh, hello, is that Paralegal?' So sometimes, names can be a bit too clever. Literal names sound exciting, but I think sometimes they come with unintended consequences."

Science entrepreneurs must manage commercial tasks such as filing patents, attracting investors and recruiting staff while also choosing a company name. Names can reference scientific concepts to be topical and memorable, or be playful to stick in people's minds and prompt conversations with customers, investors and employees. Literal or clever names can clarify purpose, but can also cause misunderstandings, as when ParAllele was often misheard as 'paralegal'. Naming decisions therefore require balancing memorability, relevance and clarity to support branding, communication and stakeholder engagement and to avoid unintended consequences.

Read at Nature