Artificial Creativity - Can "Brainstorm-Automation" Boost Product Branding?

The very first thing that you rack your brains for while launching a brand is the name. How to stick to a name that stands out and at the same time reveals the theme of the product? Well, human creativity has so far ensured in creating brand names which are catchy, but imagine for a second if the naming is done by a machine. Will it be equally creative? Going by the results from the Artificial Intelligence system created by a bunch of people at Bruno Kessler Foundation in Trentino, Italy, the concept doesn't seem too far-fetched. These people went through a 1000 brand names, and divided the naming process step-by-step. Then they composed a software which makes an imitation of this process.

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The Brand name-game

Carlo Strapparava, one of the team members, says that no brand name comes out of the blue, the process has a certain technique that needs to be followed, and every technique could be worked out computationally. The process starts with detailing the product to be named, like 'restaurant', 'Italian food' and 'cosy'. Then #-Link-Snipped-# open-ware is then employed to get more related information, like 'pasta', 'pizza' etc. Then the names are all mashed up to get words that would make up for a cool brand name, say like 'Pastarant' etc.