Our qualitative and quantitative methodologies identify the strategic potential of candidate names to carry ideas and images that are in sync with the positioning of the new brand. They are grounded in the dual notions of intrinsic value and expansiveness. Intrinsic values are those images or ideas conveyed by a name that transcend product context. Expansiveness represents the ability of a name to support multiple messages and to grow and adapt with product change. Think of it this way - marketing is a conversation. The brand name initiates the conversation. Great names provoke interest and speculation. Therefore, the ability of the new name to evoke ideas and images is far more important than whether one "likes" the name on first exposure.