NAMING YOUR BUSINESS: from creative strategy to legal reality
NAMING YOUR BUSINESS: from creative strategy to legal reality
March 10, 2026 12:00-13:00 CEST
A strong business or product name must perform on several levels at once: it should support your business strategy, express your positioning, resonate culturally, and be legally viable. Names often fail not because of a single flaw, but because creative, strategic and legal considerations were never aligned from the start, resulting in weak differentiation, blocked trademarks, or costly rebranding down the line.
In this free 60-minute webinar, a naming expert and an IP lawyer join forces to share what really matters when choosing a business or product name, and how to approach naming with both creative ambition and legal confidence.
What you'll learn
How naming strategy, creative development and trademark law work together
Where founders and teams most often underestimate risks
How to structure smarter naming decisions before investing in branding, communication and growth
What we’ll cover
Why naming is a strategic business decision, not just a creative exercise
What makes a name strong and future-proofed
How to approach name creation with both creativity and constraints in mind
How trademarks, company names and domains are connected
How to assess name viability early and make confident go/no-go decisions
Who should attend
Business leaders planning a new company, product, solution or service
Brand, marketing, and design professionals
Startup founders and innovation teams
Legal and IP professionals interested in branding and naming
Anyone curious about naming and interested in understanding both sides of the process
Speakers
Jennifer Vasilache Naming expert & Brand strategist Founder of Compoze, Brand Strategy Consulting Co-Founder of Eight Seconds, Pitch Strategy
Jennifer Vasilache is a French-American brand strategist and naming expert with over 20 years of experience helping companies build clear, distinctive and culturally relevant brand narratives. She has worked with global organizations across tech, fintech, pharma and entertainment, as well as early-stage startups preparing for market entry and investor conversations. Through her consultancy, Eight Seconds, she supports founders in creating story-led, investor-ready pitches that align business strategy with brand expression. Her approach combines business thinking, creative strategy and semiotics to ensure that names and narratives are not only compelling, but strategically meaningful and culturally resonant.
Giedre Neverauskas Dr. iur., IP Lawyer Co-Founder of Checkname.ch (Legiqo GmbH)
Giedre Neverauskas is an intellectual property (IP) expert specializing in trademark law, with over 15 years of experience advising companies on brand strategy and protection, clearance, and risk management. She advises both established international companies and young ventures across sectors such as technology, pharma and life sciences, retail, luxury brands and media. She holds a PhD on trademark owner rights, their enforcement, and the limits imposed by competition law. As a co-founder of a LegalTech venture, she developed an AI-supported tool for brand and company name clearance that combines legal requirements with practical usability, enabling founders and SMEs to identify naming risks early and build brands on a legally sound foundation.