Mental Floss v/s Pundamentals

A name like Mental Floss demonstrates the importance of playing with words to come up with a unique brand name.

Now, more than ever, brand names need to be urlable. Since all the usual words have been squatted on, you need to play with the extraordinary to come up with a unique brand name. Or else, you're going to be stuck with a name that's already long 'gonline'. And if you're not online, you're going nowhere into the future.

The other great thing about the Principle of Pundamentalising is it allows you to riff on the equity built by two things instead of one.

'Pundamental', for instance, combines the story memes people associate with Fundamental and Pun, which is better, more memorable and more impressionable than just fundamental or just pun. Good fun.

Mental Floss
Stop-start scale: 7/10
Long and Short cut: 6/10
Story meme: 7/10
Urlabilty: 8/10
Übertotal: 28/40