Look both ways before you name that thing.

So I was driving along this weekend listening to NPR and I heard the following:

“This program was made possible by Barnes & Noble, makers of the Nookie reader.”

Christ, I thought, aren’t there enough compendia of nookie in the world already?

Two minutes online set me straight: Nook® E-Reader.

A suggestion to anyone in the business of naming stuff, especially stuff whose modifier or descriptor (“E-reader”) is not common parlance yet:

Put it in a sentence. Read it out loud. Sometimes the word right in front or right in back of your brand name can combine in unpleasant and unexpected ways.

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