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Amazon was originally called "Cadabra," as in "abracadabra," Brad Stone writes in his 2013 book, "The Everything Store." Eventually, CEO Jeff Bezos hit on the idea of naming the company after the largest river on earth because he intended to create earth's largest bookstore.
Giving the right name to your startup or company is more important than you'd think. There is no magic formula for creating a good company name, but there are five distinct characteristics that all great names have in common.
One year later, nobody knows what Alphabet is — and that’s a godsend for Google’s public-image problems
Last August, Google announced it would change its name to Alphabet, which would effectively be a holding company for Google and its various businesses.