I personally like brand names that _look_ like they could be words, but aren't like Spotify, Twitter, Monzo, Reddit, Google etc.
Believe they need to be short and easy to Google even if you don't know how to spell them (not saying the above brand names are perfect). Find it annoying hearing Xero having to be spelt out on the radio to stop people going to zero.com.
Not particularly a fan of combining two English words together like Facebook, Freetrade, GitHub etc. but the worst is when companies try to own a common word like Apple.
Believe they need to be short and easy to Google even if you don't know how to spell them (not saying the above brand names are perfect). Find it annoying hearing Xero having to be spelt out on the radio to stop people going to zero.com.
Not particularly a fan of combining two English words together like Facebook, Freetrade, GitHub etc. but the worst is when companies try to own a common word like Apple.