A portmanteau merges parts of two words into a new, coined word. It's one of the most powerful brand naming techniques because it creates something entirely unique and trademarkable while carrying the meaning of both source words.
How It Works
Take the beginning of one word and the ending of another: 'pin' + 'interest' = Pinterest. 'Group' + 'coupon' = Groupon. 'Brain' + 'storm' = Brainstorm. The blend should feel natural — like a word that always existed but nobody had coined yet.
Examples
- Pinterest.com — 'Pin' + 'interest' — perfectly describes pinning things you're interested in.
- Groupon.com — 'Group' + 'coupon' — the name IS the business model in two syllables.
- Instagram.com — 'Instant' + 'telegram' — instant photo sharing compressed into one word.
- Microsoft.com — 'Microcomputer' + 'software' — the original tech portmanteau.
- Spotify.com — 'Spot' + 'identify' — coined word that became a cultural icon.
- Yelp.com — 'Yellow pages' + 'help' — compressed into a single, expressive syllable.