The name of the game

The name of the game

As it becomes increasingly difficult to come up with original names, it may help to bring in the professionals

What’s in a name? A lot it seems, if Mel O’Rourke of Creative Inc is to be believed.

O’Rourke is founder and creative director at the graphic design, brand and advertising agency, but she also spends a large portion of her time as a “name generator”, naming brands, companies and products – including Donal Skehan’s food range Skoff.

Naming is a tricky business, according to O’Rourke, and it has got trickier in...

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