Polarization Signals Strong Brand Names

David Plasik's approach to naming reveals that the most powerful brand names emerge from discomfort, not consensus. He believes that a great name creates an experience rather than merely describing a function, and should generate energy through polarization within teams.

When creating names, Plasik looks for tension and disagreement as positive signals. "We look for polarization. We look for tension in a team arguing about these things. Polarization is a sign of strength in the word." This insight came from working with Andy Grove on naming Pentium, who chose the name precisely because it created division among the team—some preferred the descriptive "ProChip" while others advocated for the bolder "Pentium." Grove recognized that this polarization indicated energy and potential.

Most clients approach naming believing they'll "know it when they see it," but Plasik has found this almost never happens across 4,000+ projects. The natural human tendency is to seek comfort in the familiar, but "there is no power in comfort" in the marketplace. Bold, imaginative names initially feel uncomfortable precisely because they're different enough to stand out.

This perspective challenges conventional wisdom about team alignment. While consensus feels good internally, it often produces safe, forgettable names. The most effective names—like Sonos, Azure, or Windsurf—initially face resistance because they push boundaries. As Plasik notes, "If your team is comfortable with the name, chances are you don't have the name yet."

For product leaders, this means:

• Embrace rather than avoid disagreement during naming discussions
• When half your team loves a name and half hates it, you may have found something powerful
• Don't evaluate names based on immediate comfort; speculate on their potential to start a story
• Ask "what could this name do for us?" rather than "what do you think of this name?"
• Test potential names by presenting them as competitor names to see if they generate interest

The cumulative advantage of a distinctive name compounds over time. While design, messaging, and products will change, the name remains constant—making it worth investing in something that creates an asymmetric advantage from day one.

As Plasik advises, "You're not just looking for a word, you're looking for this experience. If you get it right—not just a good name but the right name—the value is almost unlimited."