The Seven-Criteria Naming Protocol
by Arielle Jackson • Marketer in Residence at First Round Capital
Former marketing leader at Google (Gmail) and Square; Consultant for Patreon, Loom, Front, Eero.
🎙️ Episode Context
Arielle Jackson breaks down the foundational elements of startup marketing, focusing on a rigorous naming protocol, a three-part brand framework (Purpose, Positioning, Personality), and tactical advice for early-stage PR and hiring.
Problem It Solves
Prevents founders from choosing names based on 'gut feel' that fail legally, visually, or strategically later on.
Framework Overview
A rigorous filter to evaluate brainstormed names against objective constraints rather than subjective preference.
📊 Evaluation Scorecard
When to Use
After generating a shortlist of 10-25 candidate names during a brainstorming session.
Common Mistakes
Falling in love with a name before checking trademark availability; choosing a 'trendy' name that dates the company.
Real World Example
Seesaw (evocative, fits the back-and-forth of education) vs. Lattice (rejected because 'Lettuce' confusion).
A good name is just going to help you, but I don't think a bad name is going to kill a good company.
— Arielle Jackson