STEP 4: AVOIDING PIGEONHOLING

After you have successfully run your CFI and generated a long list of names you'll need to check the names for pigeonholing. Pigeonholing is the propensity for a name to limit the brand to only one brand feature or benefit, and it can be detected by activating your Anti-Lock Naming System. To activate the system, ask the same simple question for each name:

• Does this name limit the directions in which my brand can go?

If the answer is "yes", that name should be removed from your list of name ideas. Your Anti-Lock Naming System should do a good job of narrowing down your list of name ideas to a more manageable number. You'll then need to evaluate the remaining names further against a variety of criteria. To do so, turn on your Name Exhaust System and proceed to the next step.