Most founders agonize over their brand name for months—but they're asking the wrong questions. The real issue isn't finding a "perfect" name; it's understanding the difference between naming a hero product versus a brand with multiple SKUs, and knowing which barriers (domains, handles, trademarks) actually matter. Jackie and Erin break down the exact framework they used to name brands at Abercrombie & Fitch and their own companies—including the names they almost launched with and why they changed course.