I heard a radio commercial today for a bistro named ‘O’. Oh dear. The commercial exhorted listeners to go to O Bistro. What did I hear? I heard the word ‘obese’ right in the name! Not the ideal image you’d like to evoke for a restaurant. This is a good example of why you should let a brand name ‘sit’ for a while before deciding on it. Imagine yourself answering the phone there and saying the name, handing out business cards, telling your neighbor where you work, and so on. It’s not completely foolproof, but this process can usually avoid some of the major brand naming fiascos.