Identify your primary and secondary target audiences early in the process. A name can only communicate one idea (or maybe two), so it is paramount to focus on the most compelling message to your particular target.

Develop a creative strategy that takes into account the most important attributes you want to convey.

• Understand the different types of names and evaluate how each could benefit your product.
• Explore different types of names at the beginning of the process.
• Refine your creative direction until one name becomes the team favorite.
• Be cognizant of the legal screening processes. Most legal teams will review a short list of names, but they won't do full legal searches until you've selected your top name candidates.
• Make sure your team (including someone from legal) agrees on a tailored review schedule that meets the desired deadline, while maximizing the allocated budget.
• Conduct a global linguistics evaluation. Professional translators and native speakers can offer feedback on pronunciation, associations, cultural, or slang references, and similarity to local products.
• Market research and a medical-advisory-panel review can further narrow a list of name candidates as well as provide valuable support material.
• Experiment with unique sounds and letter combinations.
• Keep an open mind.

When a final and preferred name with several backup candidates is agreed on, you'll be ready with the data to support your brand in the regulatory review.