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Even more than the crazy wigs and high-protein clothing, it's the name that makes Lady Gaga. If her name were Bethany Cranston (or, say, Stefani Germanotta), forget about it.
Everybody wants a Gaga name for their new product/website/startup. But if you've ever brainstormed about names, you know how deflating the process can be. The URLs for every four-letter word in the English language have long since been snatched up. Yet you crave something unique, something legally protectable. So here come the artful misspellings ("Gene-yus") and the syllable mashups ("TechnoRiffic"). Later, as you review your whiteboard full of gawky names, someone walks by with a BlackBerry and you seethe with envy. That's how it's done. (Hey, has anyone trademarked Graype?)