Got a company or a product or a website you need to name? Well, be wary of the potential pitfalls: trademark disputes; pronounceability; being mistaken for a dead body… Name developer Nancy Friedman explains how she helps companies find the right names, and why so many currently end in ‘-ify’. Plus: The Allusionist’s origin story, with Roman Mars.

Read Nancy’s excellent blog about naming and trends in the language of commerce at http://nancyfriedman.typepad.com.

There’s more about this episode at http://theallusionist.org/brands. Greet me at http://twitter.com/allusionistshow and http://facebook.com/allusionistshow.

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