When
you get a dreaded cease and desist letter. When your lawyers say
don't use that name just before the tradeshow launch. When a competitor
announces a very similar name at the last minute before your roll
out. That is when you need brighter namers to pull off an emergency
naming project.
The process is very accelerated, the choice of names is not as
large, but the work is just as thorough. We have experts who can
create a lot of names in 48 hours or less and databases we can
comb through. But it is real work, and runs a slight risk of missing
something on the legal side, so your lawyer needs to be standing
by - as well as your management team.