Finding a name for your own company is not as easy as it seems. Most good names (Apple, Universal, Sony, Coca Cola, BBC, etc) are no longer available... But you are bright and witty, and a poet at times. So you keep looking for a good name. You find a few excellent words that do not seem to be already used. But once you start looking up business directories, you realize that there are poets just as bright and witty as you in every field. Iris, Oryx, Quidam, etc : just every word is busy yet ! So what about using your last name ? Maybe you are too modest for that, or maybe your last name is nothing like Porsche, Hilton, Dior, Stradivarius... So you want to try your first and last names. Then you realize taht there are Yves Saint-Laurents and Diane von Furstenbergs standing in the way with much better sounding names than yours... So you consider creating a word from scratch, just like George Eastman did with Kodak. But then, your friends keep asking you where does "Grutap" come from and what it means. Plus, your wife says it sounds ugly. So you are left with only one more solution : adding up two names to try and make a big one. Like Rolls & Royce, Häagen-Dazs, This is how I endend up, in 1999, naming my production company You & Eye. "That's not a proper name for a French company, is it ?" All right. There's always something wrong with the name you chose. So just chose one and love it.
