Is it generating name ideas? Finding a name that perfectly fits your positioning? Defining the positioning in the first place? Or maybe it's coming up with a name that nobody else is using—a name you can trademark—not to mention securing the domain name. If you do manage to overcome all these obstacles, what about your internal approvals? Can you get buy-in from your company executives or clients, or will they nix your proposed brand names and send you back to square one? When you try to do it yourself, or even with the help of some naming consultants and branding agencies, it's often a frustrating process that results in a weak name—a name that's generic, bland, too similar to other names, or completely meaningless. We've seen what happens when agencies and companies create brand names without a robust process. That's why we guide our clients through a step-by-step approach that starts with a clear positioning and ends with a battle-tested method of gaining approvals. Pollywog's clients go to market with a name that conveys their new brand's personality and benefits, sets them apart from the competition, and has instant meaning to potential customers.