72 Breakthrough Branding the name is your first and most important strategic and creative decision. If you've ever named a child, you probably expended a lot of effort in considering lists of names. Almost every parent does, and that's why "baby names" is often a top-ten search phrase when search engines put together their yearly rankings. This beginning moment in the creative process of branding is full of possibility and fear. How do you get it right? What makes a brand name good? Here's my short list of essentials for creating a great brand name. You should: 0 0 Be different --It is not at all like the names of your competitors or big-name companies like eBay, Apple, Bugaboo, or Zappos.