  As of today, the main business application of onomastics is naming, or
branding: finding the proper name for your company or your product to stand out
in the world. Meaningfully, Onoma, the Greek root for name, is also a
registered trademark of Nomen, the naming agency founded by Marcel Botton in
1981. Nomen initially licensed one of Roland Moreno's inventions, the Radoteur
name generator, and created many distinctive and global brand names such as:
Vinci, Clio or Amundi. But once your business has a name, should you forget
about onomastics? Not anymore. Globalization, digitalization and the Big Data
open new fields to experiment disruptive applications in Sales and Marketing,
Communication, HR and Risk Management. Though discriminating names carries a
high risk of abuse, it can also drive new, unexpected ways for developing poor
areas.
