Naming

Minderoo Foundation

Our name is distinctive and memorable, and reflects our history and foundations. It comes from a First Nations word meaning “a place of fresh and clean water”. Due to its uniqueness, it is easily trademarked and easy to own in any domain.

One issue to be aware of is that for some people (particularly outside of Australia), the name is easily mispronounced as “mine-der-oo”.

Naming considerations

When naming brands, sub-brands, products, services, etc, in addition to distinctiveness and memorability, the name should also reflect brand values and personality and have relevance and meaning. The name should be resonate with the purpose of the entity but have an eye to future viability, and be easily scalable and adaptable.

It must be free from serious conflicts and trademark violations, and should consider a wide context, such as how it will land when used internationally. Ideally it would be easily read and understood, and not form strange portmanteaus when used in a domain name.