How To Name a Brand Part 1: How We Named Our First Company- TrackR

Chris Herbert
6 min readJun 29, 2022

I’ve recently been advising several companies that are pre-launch and the topic of naming has consistently come up. Despite these startups being data-driven technology companies, the naming of a company or product usually is seen more as an art vs a scientific endeavor.

Here is a story from my first company

Chris Herbert

Surfer, Kiter, 3x Entrepreneur in the consumer space. Currently advising, investing, and consulting.