What’s in a name? Sometimes a whole world. The art and science of giving names to a business project is a demiurgic act: a good name not only gives birth to a complex human reality, but it endows it for a long and happy life. Naming should be legible, intelligible, pronounceable, relevant for what it stands for, memorable for hearing and sight, outstanding through the surprise it contains – pretty much like a chocolate box, and last but not least available for intellectual protection. Phew! Naming is maybe the toughest of branding jobs, but among the most intellectually rewarding for sure.