Think It Through

I was checking out at Lowe's yesterday when I noticed the man at the next register.  His t-shirt included his company's name -- Advanced Security Systems. What?  Your company acronym is ASS?  Did you you think this through before you incorporated?

That got me thinking about other poor company naming choices.  The internet will provide hundred of examples - mostly crude or otherwise offensive so open with fair warning.

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​Here are a couple of rules to consider when naming your business:

• No matter how awesome the name you choose may be, if the acronym of that name is anything inappropriate, do not use it!  Don't be an A$$.
• I am not picking on your last name, but if it is Loser (I don't care how you pronouce it), Butt, Boring, Saxe, or anything else that kids picked on you about when you were in middle school, do not include it in your company name.  It may be memorable, but may have connotations that subliminally brand your company in a way you don't want.  
• There are certain words that do not abbreviate well (for example when you want to pair them with another word).   Analytics and analysis are examples of those words.  I repeat - don't be an A$$.

In closing, consider double checking the acronym of new program names, too.  Many years ago, my team was developing a program for the local transit company.  We were ready to name it Community Rider Appreciation Program.  Then we decided it was CRAP.  Oops.