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Brainstorming is a creative activity in which you suspend critical thinking and give your right brain free rein. It’s generally a group activity involving several team members gathered in a conference room with a whiteboard and markers, calling out and jotting down ideas that pop into their heads.

I encourage you to take the same approach, alone or with others, to come up with a long list of possible brand names. Suspend your critical mind, and jot down any brand names that pop into your head or the heads of other participants. There should be no criticizing, ignoring, scoffing at, or crossing off any ideas.

Encourage everyone to participate, consider alternative perspectives (such as the target customer’s), and explain their thinking. Sometimes, digging into the thought process behind a suggested brand name can spark additional ideas.