Sara Fischer Apr 9, 2017
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How to name your startup

Photo illustration by Rebecca Zisser / Axios

Rich Barton, the founder of Expedia, Zillow and Glassdoor, explained to Axios why naming your company is one of the most important decisions entrepreneurs need to make throughout their careers. Barton shared his advice for the most important things to consider when naming your business.

Why it matters: Naming affects your bottom line. A study by The Society for Personality and Social Psychology shows that companies with names that are simpler to pronounce and easier to remember perform better on Wall Street. Per Barton:

QuoteI learned a lot from Expedia, too many syllables. The extra two syllables cost me 1/4 billion in TV dollars to hound it into people's heads.

Here are Rich's suggestions for tactics that work well in naming a successful company: