Hello friends!

2 weeks of autumn are over, and I just realized yesterday how productive my summer was! Much has been done and much has been reviewed. Successfully finished in, plunged into culture, initiated the recording of an EP. And of course, I made a plan of articles for the blog, which would be very nice to write in the near future.

For example, today I want to talk about an interesting and profitable way to make money on the Internet. He himself recently discovered it as one of the points of freelance application. Naming - what is it and why do they pay big money for it? How to enter this market?

The name of the specialty came from the English word name (name). Just like a writer is someone who writes, a writer.

Naming is the compilation of names, as well as "speaking" domain names, the composition of slogans and mottos for companies, or slogans for product packaging. The result of the work is just a few words, sometimes just one word.

How many names do you need? And why are they so important?

Names are needed for new brands of goods, for new brands, for companies, events, cafes and shops, retail chains, sports clubs ... A lot of names are needed for websites, online stores. The list goes on.

But why do you need a specialist to come up with names? After all, the owners themselves can come up with a name for a family business, for a shop, a cafe, a dry cleaner - right? You can simply, without further ado, order a sign "Pizzeria" or "Vegetables and Fruits." And this is a very good, economical solution - if there is no competition.

But the closer to the city center, the greater the income from trade, the higher the competition. On the Internet, competition is great initially, in all directions. To be successful, you need to get attention. An interesting sign, a “viral” slogan will remain in the memory of a random passer-by - he may come here now or later, bring friends, become a regular customer ...

What cafe will you go to?

Imagine that you are walking around the city and you want to have a coffee in a cozy atmosphere. Nearby there is a cafe "Birch", there is also a "Coffee Academy" and a coffee shop with a strange sign "Wrong turn". If you don't know what good cuisine is in Beryozka, most likely curiosity will lead you to one of the establishments with unusual names. Especially if they have a spectacular exterior design and an interesting interior.

But if you are walking not in a Russian city, but, for example, in San Francisco, then the Beryozka cafe will definitely attract you, like many Russian tourists and emigrants.

The choice usually takes place at the level of emotions: curiosity, "tasty associations", nostalgia... When developing a brand, they estimate the size of the target audience - Russians in America, curious people in Novosibirsk, and send them a signal - they write the name on the sign.

About brands and positioning

In a competitive environment, it makes no sense for new players to challenge the leadership of the leaders. Nothing will work. But you can succeed even with high competition. To do this, you need to find your niche, offer a product that is not needed by everyone and everyone, but by a certain circle of people.

Remember the old cartoon?

Finding this niche is called positioning. This work is part of branding - creating a system of semantic, textual, visual images that should attract the target audience.

When something fundamentally new appears on the market, at first there are no special requirements for the original name. For example, the Bolshoi Theater and the Maly Theater. Well, there were no theaters in Moscow, but they appeared. And each became over time - a symbol, a brand. Today, for the promotion of a new theater, many conditions must be met, and an unusual name is one of the indispensable ones.

Often the entrepreneur does not offer anything particularly original. For example, he wants to sell packaged non-perishable food - tea, coffee, sugar, candy, etc. But at the same time he wants to be noticed by customers, to have permanent loyal customers. How to do it? Pay branding experts. They do their job, including generating the name, and it turns out, for example, the Chaikoff brand.

Why is it so expensive?

The more money invested in the business and the higher the expected profit, the stronger the need to create an attractive image of the company, or product, or service. This means that you need a good catchy name. And unique, so that no one could challenge it. By the way, do you know that the name can be intellectual property, the object of copyright?

Writer Eduard Uspensky is seriously engaged in naming: he signed an agreement with the Petersburg Dairy Plant - and Prostokvashino dairy products with a cute cat on the package are actively sold out. Now the writer is negotiating with Finnish milk producers.

But the writer failed to defend the phrase Uncle Fedor, although the matter went to court. Photo accessories are produced under the Uncle Fyodor trademark, and it was not the writer who was paid for the naming. The court rightly pointed out that this phrase is not original. (But the settlement with the name Prostokvashino, oddly enough, was not on the map!).

Large firms that sell their products in different countries require branding specialists to comply with "international" standards. The name should look good when written in different alphabets, at least in Latin. Therefore, the brand "Emelina Shchuka", registered in the city of Galich for the autumn holiday that attracts tourists, is not suitable for "export". The outline of words with the letter Щ looks very cumbersome when using the Latin alphabet.

One more requirement for the names of goods supplied to other countries: they should not cause negative associations with the "receiving party", moreover, they should not contradict the religious customs and laws of another country. For example, Polish cosmetics Uroda is not taken seriously on the Russian market, although the quality is excellent and the price is moderate. This cosmetics is popular in Eastern Europe, in Western Ukraine - where the word Uroda means "beauty", and "ugly lady" means, translated into Russian, "beautiful lady".

Feed chopper "Three little pigs is good" is sold on the Russian market, but the road to Uzbekistan, Turkey, even Kazakhstan is closed to him - because of the negative attitude of Muslims towards pigs.

Recall the story of the transformation of the Zhiguli into Lada. Zhiguli is a good name for a car: it has a sense of speed, maneuverability, and is geo-referenced to the manufacturer. But when the prospect of exporting to Europe arose, it turned out that the name was consonant with the word "gigolo" and simply could not be registered as a trademark.

So, the name should not only be sonorous, catchy, interesting - it must be checked for compliance with legal and cultural requirements. A team of experts must work. But that's not all.

Name chosen by consumers

When many options are invented and 99% of them are rejected for various reasons, there are several leading names. Who should make the final choice? Company owner? Many people think so. Indeed, the company's management should be involved at all stages of brand development - mainly as an arbitrator, rejecting what they don't like.

But if the stakes are high, a more reliable method is used: testing the name.

People are shown several sketches with titles and asked if they like it or not. Or, which of the two is better? If many choose the same sign, it means that consumers like it.

After a week or two, they show sketches in another set and ask to see a familiar sign. If many people remember some kind of inscription, it means that it is memorable.

There are other testing methods as well. The results are usually ambiguous, but statisticians process them and draw scientifically sound conclusions.

And the final decision - but armed with all the research results and conclusions from them - is made by the owner or the board of directors.

About big firms and freelance artists

Well, well ... It just got scary, didn't it? How many different specialists are needed to compose one name! Is it possible to enter this market alone, without experience, a staff of highly educated assistants, or at least a smart and strict boss?

Let's go back to, look at specializations and prices. The announcement that struck us once remained in its place. "Naming. Project from 10000r. His services are offered by a specialist working alone. Although it is possible that he pays, if necessary, the services of lawyers and consultants.

There are also customer announcements. They ask them to come up with the name of a dessert, or a slogan for a peanut bag, or a name and motto for a paintball club. And they offer prices: 500 rubles, 1000, 2000 ...

It's much cheaper than the big firms' rates. But even these amounts are of great interest to keyboard workers starting their freelance career. , who sits up late at night over a hundred-ruble order, receives very modest money for hundreds of thousands of characters, feels real envy for the compilers of names and a desire to join them. But attempts to convince the customer and get a profitable job fail.

Where to begin?

Naming, as a rule, does not bring income to beginners. Unlike copywriting and rewriting, where you can get little money from the very beginning. The reason is that the customer does not believe that an inexperienced person will come up with something creative for him. The customer looks at the portfolio, reviews, completed projects - and gives preference to experienced workers.

It turns out a vicious circle: no experience - no portfolio - no orders - no experience ...

But experience does not have to be acquired on paid orders. You can start by looking at your profile picture, email addresses and assess: how creative are they? If your nickname or email address is automatically generated by a robot, then maybe naming is not your calling?

If you manage to come up with interesting and memorable pseudonyms for yourself, then you can provide such a service to friends. You can offer a service on a social network - for a symbolic premium, if the customer likes it.

The next step is participation in competitions, paid and free. Often, on social networks, someone throws a cry: come up with a name for the club, for the site, for the festival.

There are competitions in which the winner receives a cash prize. It is relatively small (1000 or 2000 rubles). Examples can be viewed on the website https://voproso.ru/task/show/1126, and at the same time take part in several contests.

Pay attention to customer requirements. Many people want not only a creative name, but also checking it for "patent purity" so that it is not registered in one or more countries, as well as the possibility of its beautiful writing in Cyrillic and Latin. There may be other specific requirements.

Perhaps it seems to you that the requirements are excessively high? But you will learn the criteria by which a naming specialist is evaluated. This is useful information.

You can also look at the answers of the participants, on the assessments (voting is conducted on the site). Pay attention to common mistakes:

1. An inexperienced, unprofessional performer tells the customer fifty names and a hundred options for them - figure it out for yourself. This means that the performer did not do his job. A hundred or a thousand words is ore, sand, from which you need to extract “golden grains”. The specialist makes this selection himself or with someone's help (tests among acquaintances and strangers) and reports one, well, maybe two or three names.
2. An inexperienced performer starts with explanations and ends with explanations of what he wanted to say when he composed these names, what associations they should evoke, etc. This is unnecessary information. Associations, if they really should arise, will arise. And if not ... well, do not stand near the sign, explaining what it is and what he wanted to say.

Participation in such competitions allows you to more accurately understand whether this is your vocation, or is it better to direct your efforts to something else.

About craft and inspiration

Participation, and even more so, victories in naming contests will not only increase the professional level, but also allow you to fill your portfolio. For the sake of replenishing the list of completed works, you can perform some work for free or for a nominal fee.

Several positions in the portfolio radically change the status of a naming specialist. The ice is moving: customers appear on the stock exchange, you can advertise on various resources.

True, a quiet life is not expected (very far from a quiet and comfortable harbor): competition is high, you need to fight for good orders. Most often, you have to take cheap orders, while fulfilling many requirements of capricious customers who "do not know what they want." There are conflicts, the customer may refuse to cooperate and pay nothing ... Often, a naming specialist receives offers to “come up with at least a couple of names” for 50 or 100 rubles, indicating that this is a huge price in terms of thousands of characters ....

Well, every profession has its downsides. The higher the rating and authority, the more loyal the customers and the higher the prices.

Naming is a creative profession. It is suitable only for those who enjoy it.

And that's all for today. I hope you enjoyed it and smiled a couple of times. Or maybe even interested in an interesting opportunity, or do you want to recommend it to a friend who is looking for a place in the sun?

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Best wishes. Good luck!

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Why is naming needed?

Any company or store needs a name. And not just a name, but such that it is not confused with hundreds of other similar establishments located in the same city or neighboring regions.

Those. name naming is needed not only for enterprises and points of sale, but also for new products on the market.

The name must be original, but at the same time not divorced from the specifics of the product. The name should be "speaking". So that a person sees the name and immediately understands what it is about.

So, the name is the main component of the company's brand.

Despite the seeming simplicity, choosing the right name is not so easy.
The title doesn't have to be complicated. Long or compound names are hard to remember. Therefore, experts advise limiting yourself to one or two words in the brand name.

The name should not be made exotic and incomprehensible. After all, the name of the brand should evoke certain emotions. This means being close and dear to those people among whom you are going to conduct your business.
To professionally engage in naming, you need to have not only a clear head and an excellent imagination, but also certain knowledge in the field of PR.
If you are going to promote your product in a foreign country, you should immediately choose a name for it so that it does not cause bad associations in the language of a certain area.

Many people know the Chinese "Doshirak", which had to be specially renamed for Russian consumers. Initially, the brand sounded like "Dosirak".

So the name should be:

• Be understandable, euphonious and memorable.
• evoke positive associations. So you can immediately locate potential customers to the company or product.
• Match your target audience, company image and corporate style.
• Work for results and lead your company to success.

To come up with such a name is our job.

How do we choose a name?

To begin with, we will have to find out what names are already among the companies or products of your competitors. Check whether the desired version of the name intersects with the already existing and registered one - in another field of activity. This study is a large and painstaking work.

Then we will develop and offer you a choice of several options for the most successful and sonorous names. We will check the names for the absence of negative associations when translated into foreign languages ​​and analyze their euphony for native speakers of the country where you plan to develop your business.

In this article, we will talk about creating a naming or developing a brand or company name.

What is naming. A bit of theory.

Every person who speaks at least a little English will easily answer what is called naming. Naming - name formation - is the creation of the name of a company, product, service, which ideally sounds and is remembered.

The brand name is important, so professionals go through many options in their heads before finding the one and only.

Who creates the names?

In the best case scenario, naming is done by special people - namers, they are often confused with copywriters. Namer, of course, must be able to write a good text, but the main thing that he must have is creativity.

The main purpose of the namer- come up with a unique, easy to remember and relevant name that creates a strong association with the brand. This name will be used when creating the company logo. Coming up with a name, you need to take into account many different points. Here are some of them:

1. The peculiarity of word formation in the language. The name should be easy to pronounce by native speakers, it's great if it has interlingual universality.
2. The effectiveness of positioning this name in the market, comparison with the company and products. A successful name should be associated with consumers with a product or service.
3. Possibility to register this name as a trademark. When choosing a name, you should contact specialists who deal with patents.

Naming process

Of course, there are some nuances in developing a brand name, and each specialist has their own. But, there are some general points:

1. Choice purpose of the name. It can be a provocation, a revolution in the market, or attracting the attention of specific individuals. An important point - you need to immediately find out from the client his wishes in the intended purpose of the name.

2.Market analysis, drawing up the general direction of the industry. This will provide an opportunity to get a picture of successful and not so good brand names, to identify free niches.

3.Target audience analysis. After studying potential customers, it becomes possible to designate the subject of probable names.

4.Analysis of the product, service, company. After studying the strengths and weaknesses and placing the desired accents, you can successfully determine the circle of words and / or word formations that are suitable for the birth of a brand.

5.The work itself inventing a name. This is the most creative part of the whole process, which requires a lot of effort, perseverance and attentiveness.

6.Choosing the Right Options. This process takes a very long time: usually, the name is agreed more than once, the options are specified and corrected. Naming companies abroad consider it normal practice to develop several hundred variants of a company name.

7.Market suitability test, exclusion of coincidences and parallels, analysis of the possibility of a patent.

8.Development of graphic and sound options brand names.

9.Testing final result. Typically, focus groups are identified that evaluate the coined name. Our company "Laboratory of Business" also tests names with the help of phonosemantic analysis, which allows finding sound associations.

10. Statement and the launch of the brand name.

Decided to create your own brand? Entrust the solution of this task to the company "Laboratory of Business".

At first it may seem that naming is a long and completely formalized matter. But, there are exceptions to everything. An example is the Apple brand, the name of which was thought up in a few moments.

Methods for creating naming

During the development of the name, specialists turn to different methods for creating a name. The following methods are usually used:

1. Associations. The name is developed through the formation of associations. For example, the naming of chocolate. It is made from cocoa beans and milk. What does a person associate milk with? With cows. Milk chocolate, add "Milk" to the name - it turns out "Milka".

2. Standards. The name of the market leader is chosen as a template, then they come up with a consonant name for the company, products: "Pavasonic", "Verpu".

3. Abbreviations. The brand name is created by abbreviating significant words.

4. Neologisms. This is the most protected type of naming: fictitious words and combinations are taken for names.

5. Matching the brand and the leader:"Medical Center of Dr. Voznesensky"

6. Rhyme. The choice of a rhyming word as a brand definitely draws attention to itself: “Baby Potato”

7. The use of shortened words: Compaster is a computer workshop.

conclusions

So, the development of a company name is not just a creative vision, but a technological process, the result of which should be evaluated according to strictly defined criteria.

Some entrepreneurs believe that a company without a name is not a company. And as a result, they put off all things until later until they come up with a suitable name, and this process can last for months.

Other entrepreneurs treat this issue on the contrary, too infantile and do not believe that whatever you call a ship, that's how it will sail.

As always, you need a middle ground, because it's like choosing a name for a child. Globally, his name will not change anything, but he still lives with him. Therefore, in this article we will analyze all the most important things about the company's naming.

Without face and character

In the trading environment (financial markets) there is such a thing as commodity.

This is a commodity that is no different from each other. Millet, oil, copper, corn, coffee.

These are all products whose value is set by buyers through demand, not supply.

In business, we also often see a situation where one product is no different from another. All this is called commoditization.

The light bulb you have and that of a competitor is the same, both in terms of model and cost. And in order for you to start selling a light bulb more than the market, you need to learn to be different from them. And your name is one of those ways.

Imagine that you come to the food market in your city. Although what to imagine, we have all been there at least once.

And they saw the situation as the same sellers with the same products (commodity) stretched before their eyes.

Who to buy from? Where the seller is nicer, the choice is larger and it looks fresher. Or better yet where you bought it.

But what if, among all this monotony, you see a sign with the name “Farm Products”.

Everything is like everyone else, but there is such a sign. She is the name and. Of course, the name is so-so.

After all, there can be dozens of such companies in the city. But in the central market of products, this is already aerobatics.

farm products

Nowhere is more important

Naming development is a complex task. On average, it takes from a week to a month to develop one good name.

And at this time, you need not just to drive teas, but to analyze, be creative, interrogate, check.

1. Get lost in the crowd;
2. Prices will be like everyone else;
3. Do not remember or confuse;
4. Problems with the right to use.

These are the main four reasons. You can add a dozen more small ones from the series to them: they will call you incorrectly, you will have to spell the name or register a domain with region numbers, since the main one is already taken.

Now you understand what is the power of naming? And I fully admit that some of you are now thinking: “Shouldn’t we change the name before it’s too late ?!”.

We are changing the name soon!

Naming children is much easier than companies. I opened a famous romantic book, took the names of the main characters from there, and here's the list for you.

Nowadays, the book is being replaced by TV shows, where we hear interesting and exciting names. But in business, this process is much more complicated, because you CANNOT copy!

Therefore, we have 4 naming techniques that will fully answer the question - how to come up with a name.

1. Option “I am powerful in everything”

“Large companies like Adidas, Apple, BMW have come up with their own name, so I can do it too!” is the thought of most entrepreneurs.

It has a place to be, but you do not need to be equal to the giants. Their key to success was not naming and branding, but the product. After all, then the competition was completely different.

You can come up with brand naming on your own (this also includes options - ask a friend and name generation services), but on the condition that you carefully read this entire article.

And you have an additional baggage of knowledge of marketing and advertising. Let it be superficial, but you need it, since the development of naming is based on several pillars.

And if there is not one, then like a chair without one leg, it will be unstable to external checks.

Estimated cost: 0 p.

2. Option “Freelancer”

The most popular scheme: find a freelance exchange -> give the task to come up with naming examples for 5-10 performers at once and pay them 1-2 thousand rubles for one name -> choose the most successful naming and start working.

But you forget that creating a name is not just coming up with it, you also need to check it for phonosemantics, protectionability and other critical factors. And usually no one does.

In my practice, I have not yet met a freelancer who created a truly thoughtful and successful naming.

Even if there were such cases, I can safely attribute them to accidents. Since we do not have such a profession in Russia as a “Naming Specialist”, it means that freelancers have to work in different industries.

And thereby mix their professional qualities. Let it be rude, but we can say - neither fish nor meat.

Estimated cost: 2,000 - 50,000 rubles

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

3. Option “Dorokho and bohato”

The easiest, but at the same time expensive, way to create a company name is to contact an agency.

I have seen a lot of problems along the way with companies that thought that the basics of naming were useless and made the wrong name.

Therefore, I recommend not to save on this, if funds allow. If there is not so much money at the start, then at least take a one-time consultation from such specialists so that they evaluate the naming and that you came up with.

Estimated cost: 10,000 - 500,000 rubles.

Basic title types

Enough background information. Now we can start creating the naming.

To do this, we will study the basic models of creation and after them you will be able to put your thoughts on the right track.

1. Metaphors

Words that do not directly speak about the activities of the company, but by association you can understand what it does.

It is not always easy to do this, in some names a very deep meaning is buried, which cannot be disassembled without a bottle. But this is a fairly well-known naming technique and many start with it.

Naming is a metaphor

2. Descriptive

I am reminded of a short anecdote: “Nightclub Night Club is looking for a creative director.” This is not a typo.

Now many companies call themselves by the type of their activity. And I will tell you that this is a dangerous game, since now there are almost no descriptive names left. And also they are very strongly confirmed to copy.

Descriptive naming

3. Creative

I once went through the training “Augmented Reality” and we were taught there for 2 weeks how to introduce a new word into the world with the help of marketing, moreover, so that people would start using it in everyday life.

We even had practice and I was working on a new word “Varstel”. You can do the same, come up with a new word and name the company that way.

Creative naming

4. Abbreviations

Briefly and clearly - the first thought when a person sees an abbreviation. But if you really look at the situation, then almost 98% of all abbreviations are already taken.

Therefore, it is very difficult to come up with something that is easy to remember and that will somehow be deciphered. The option in reality is almost impossible and not reasonable.

Naming abbreviation

5. Names and surnames

If we study all large companies, then in almost all cases the naming brand is based on the name or surname of the founder.

This is a very solid decision that immortalizes you for life and even more.

But on the other hand, you can invent a character to be associated with you. This method of naming is now no less relevant.

Naming - names and surnames

Three legs naming

When creating a name, you should focus on three legs, which we can easily represent in terms of three coordinates (uniqueness, simplicity and descriptiveness).

The best option is when all directions are directly proportional to each other.

I will tell you a secret (only between us) - it is impossible to come up with a perfectly even name on all sides.

Naming formula

Uniqueness

When developing brand naming, you need to rely on uniqueness. This is one of the main components.

Your name must be unique in the market. Not in your area, not in any other.

A unique brand naming will suit you for a long and happy life against the backdrop of all the gray mass.

In addition, it will save you from using the name of the site and social networks indicating the region, since without the region everything is already taken.

Therefore, such names as “Phoenix”, “Vanguard”, “Chamomile”, “At Ivanych”, “World s___”, “Fifth Wheel”, “Wave”, etc. and so on. should be on your stop list. And it should not end with them, because there are a lot of such examples.

By the word "unique" we mean something new and different from the rest. But in naming, uniqueness is different. And it can be divided into three types:

1. local uniqueness. There are no more such companies in your sales area.
2. Industrial uniqueness. You are the only company with this name in your field.
3. global uniqueness. All over the world you are the only company with that name.

To become not like everyone else, you need to do not like everyone else. That is, if all companies are betting on metaphors, then make your name based on your name.

If companies rely on abbreviations, then go ahead and come up with a new word. It's so simple, yet so difficult at the same time.

Descriptivity

We have already studied the concept of descriptiveness, but just in case, let me remind you. This means that the company name describes your industry, product or feature.

That is, by the name you can understand or guess what the company does. Including you can understand pricing, the main product or strengths.

Usually, it is these names that many begin to think about first of all, and as a result, such companies as “Vip-taxi”, “Beauty-models”, “My doctor” are formed.

These naming examples aren't bad, they're just pretty hackneyed. And besides, they lose a lot in terms of uniqueness to everyone else.

At least some part of the descriptiveness should be in the naming. Let the description be indirect, but it should be.

But be careful, you also need to describe correctly. For example, the name of the alcohol store "Alco-base" automatically connects you to the economy budget. Good or bad, you decide.

Descriptiveness can be achieved through the sound of a word. For example, the name "Michelin" (car tires) is French. And already by the very sound it speaks of a smooth, “gentle” and calm ride.

Simplicity

The last criterion is simplicity. Usually they think about it when the naming and slogans have already gone into work, and clients are experiencing difficulties, so it is a strong recommendation to take care of this in advance.

And for this you need to make a name that will correspond to three points:

1. Just read;
2. Just write;
3. Just listen.

The most common mistake is incomprehensible spelling and pronunciation. We repent and believe that we made this mistake in our naming.

But in our case it is really too late to change horses at the crossing. So look at us and know what not to do.

But we are not alone in the market, the well-known brand Hyuindai, just like us, suffers, because customers call it differently.

One stress already creates problems with the pronunciation of "Hyundai" or "Hyundai". In general, “Hyundai” is correct with an emphasis on the last letter.

For Russia, it is desirable to use Russian words, although this is less fashionable in the opinion of the majority.

Either use a very famous word from the English lexicon, or come up with a word that is easy to read, write and recognize by ear.

Briefly about the main

Brand naming is a part of the business that is key with customers, but at the same time, very little time is devoted to it.

The first thing the client sees and hears the name of the company when contacting you. Therefore, its importance is very high.

When creating a company name, the first thing you need to analyze is , . After all, you do not make the name for yourself, you make it for the market.

And only then, when you know the answers to all the questions, you can proceed to the stages of naming development. Roughly they can be divided into 4 steps:

1. Meaning. You decide what you will use in the title. It can be one of the five basic models, or other necessary ideas (product, competitive advantage, feature, etc.).
2. Criteria. You determine what are the criteria for an ideal name for you (length, language, sound, etc.). A preliminary analysis of the situation on the market and players will help you with this.
3. Associations. You collect a list of associations with words from the first item and your industry. To simplify, use the services: wordassociations , visuwords (for English words).
4. Create. Based on the last three steps, find the right word, abbreviation, metaphor. Combine two words into one or come up with a new one.