Speed is useful at the beginning of naming, when the goal is range rather than perfection. Separate idea generation from judgment to keep both modes productive.
Define three boundaries
Write the audience, desired feeling and category signal in one sentence each. These boundaries keep the sprint relevant.
Generate by territory
Spend five minutes each on functional, emotional, metaphorical and invented directions. Do not score ideas while generating them.
Apply fast filters
Remove options that are hard to say, easy to mishear, too close to a competitor or too narrow for the planned offer.
Finish with ten
Keep variety in the final shortlist. A useful set includes safe choices, distinctive choices and one or two ideas that challenge the original brief.
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