Treat your brand name like infrastructure

Most technology companies treat brand or product names like marketing. That’s a mistake. Names are infrastructure—not cosmetic choices or launch-day deliverables. When names are wrong, everything built on top of them pays a quiet, compounding price. We tend to think of infrastructure as physical or technical systems: roads, power grids, cloud platforms. But infrastructure is really something more precise: It’s the invisible system that enables everything else to function. When it works, no one notices. When it doesn’t, nothing scales. Language behaves the same way. Before anyone buys a new ...