What I find more important now in retrospect is to agree upon a name as one of the first things when working together with someone. Not because the name is important, but because this will be the first decision where you can find out how good you will work together when you have an argument. If you can't decide on a name, work with someone else.
This is a good point. We find it also works as a predictor of success at the level of whole startups. When a group is spending half their time agonizing over what to call themselves, that's probably a sign of deeper breakage.
Fake meaning what? Doostang is just a ridiculous name regardless, but it might have served Google well to see if 'googe' had any other connotations (whether or not they're in Merriam/Webster) before putting it in a logo.
First, the stem of the cherry was intended to be the L, but it's acknowledged that it doesn't look that way.
Secondly, "Googe" doesn't connote anything, unflattering or otherwise.
When I say fake, I mean that people try to invent new words on urbandictionary, and not words that people have ever used before. Don't believe me? Then just click a letter on urbandictionary and read the entries sequentially instead of by popularity.
To sum up: the examples used in the article are completely ineffective, but know what words mean before attaching them to the identity of your company.
