Say your main character loves a show or book series that doesn't exist, or works at a company. Do you enjoy coming up with the names of things that are allegedly "real" in the world of your story?
I personally love it. I get to create so many names for magazines and books between my two novels "Damsel in the Red Dress" and "A Dozen Morning Glories."
Some of my favorites of the names are "Gossamer and Ambergris" the name of my male lead's mother's magazine. "Melpomene Laughed" another magazine. And "Callisto."
The company my female lead works for in "A Dozen Morning Glories" is called "Book Bug" which I thought was a cute play on the idea of book worms. But there are going to be a lot more made up things included in this story, because she works as an editor, and there are a lot of made up books to be mentioned. lol