Ideas, facts, products, services, names, positionings, strategies and even visions cannot stand on their own.
Names are never used in a vacuum.
They should not be evaluated in a vacuum either. To take a name and say it is good or bad without evaluating it with its competitors and companion products has little value.
To evaluate it without graphics and taglines is not fun.
The exercises in this chapter are designed to help build some muscle around beginning names.