In 1998 Indigo developed the name STRATE for the JSE. Share Trading Totally Electronic. At the time the major stock exchanges were introducing electronic trading and among the examples was the UK’s Crest. We wanted a name that spelt out what the new system achieved, but meant something in its acronymed form as well. Today we seem bombarded by acronyms which are hard to remember and hold little or no meaning. Our approach to name generation at Indigo may vary according to the size of the entity to be named. At times the name requirements are not for brands, but for events, trade shows or even ezines. Today the acquisition of the domain name is key and the more obscure the name, the less likely your audience is of finding you.