How do you come up with a memorable event name?

A memorable event name is short, meaningful and sticks. Four ingredients:

1. Three words at most, ideally two. Long titles don't survive the first email.
2. A double meaning or pun, so guests want to pass it on.
3. A link to your theme or anniversary number, not generic.
4. Easy to say out loud without explanation.

Approach: start with a DNA session and pull out the keywords that carry your brand. Combine them with the occasion of the event and the feeling you want to leave behind. Build a longlist of 30 to 50 names. Cut everything a random competitor could also use. Keep five. Test them out loud on colleagues who aren't working on the event. The name people repeat straight away wins.

Avoid years in the title, as that dates your communication. At Live Impact we develop event names through a rhetorical session we call the slogan architect.