ABSTRACT
The durability of a name needs to match that expected of the identity. Names can be faddish, suddenly bursting into fashion, departing with a bang or whimper or reappearing from another age as though newly cleaned. The impediments of any given name become more obvious when they are being communicated orally. The tonality with which a name is spoken and the rhythm with which it can be read sets a certain ambience and expectation. A name can seldom carry the full weight of meaning, marketing and identity by itself, or at least not unaided for any long duration of time. Many expect to achieve notoriety, uniqueness or originality through invention of name alone. All names and terminology should be questioned in terms of what represents fashion and truth. Effective communication should lead to the names, not be obstructed by them.
