Naming a company is more complicated than naming a baby. It just is. There’s more family involvement. Is the product for men, women, seniors; is it for a particular activity or sport that has its own jargon and vocabulary? What country is the product going to be sold in? What are the social mores of that country, and what cultural taboos do we need to avoid, and which buttons are we able to push without offending? It’s like learning a new language. We talk to Jeremy Miller, author of "Brand New Name" to uncover a process to choose a brand name that fits your product and speaks to its market.