Rules are meant to be broken. While we hope this isn’t usually the case, it sometimes does apply when naming a new company or product.
For example, a startup hired us to name their new health care company. While your initial reaction might be B O R I N G, there was a twist. They needed a new company name that immediately positioned them in the healthcare space BUT also differentiated them from everyone else. The ultimate name they chose was … Health Yes! A name that combined two grossly overused words together. But the resulting word combination worked, speaking to empowerment and to taking charge of your health.