This document outlines Scott Hauman's naming process and best practices for developing new brand names. It includes 10 key steps: 1) project kickoff, 2) naming workshop, 3) competitive audit, 4) positioning and criteria development, 5) ideation and generation, 6) filtering and distillation, 7) trademark screening, 8) name scoring, 9) final list, and 10) brand extensions. The document also discusses types of names, developing a positioning platform and brand personality, and provides examples of naming criteria, scoring, and a final name recommendation. The overall process emphasizes thorough research, criteria-driven evaluation, and testing to select a name that aligns with brand positioning.