The Dangers of Name Fusion

I illustrated several “Naming Faux Pas” in a blog post a while ago ( but I just found an example of a common naming practice taken to the extreme.

The naming practice is that of “word fusion” where you develop a name by bonding two or more words together and you overlap similar portions. For example, you create a new name BRUSHOG by overlapping the letter “h” in combining the words BRUSH and HOG. It is a commonly used naming practice, but sometimes it goes very wrong. Here is a perfect example of when it should not be done:

Yes, because we all want to live the “poo life.”

Hey Arch Chemicals (owners of this brand), I’m available to help you develop a new name!

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