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Naming Blog

Associating an organization with an individual is a double-edged sword for any brand. Making a company’s founder its namesake or mascot can bestow it instant credibility and industry cache.  Yet, these affiliations can be devastating if its figurehead is discredited, or simply goes rogue. Enter Lance Armstrong, the Bruce Wayne of professional cycling and the Batman of cancer philanthropy. For years he has used his Tour De France celebrity to promote Livestrong, his charitable effort to raise money for cancer research, education and advocacy. But today Livestrong faces an identity crisis for... More
You are starting up a small business and it needs a name. Exciting! Given your budget you’ve decided to take on the responsibility yourself. You named your kids after all and Brandon and Brenda turned out okay so why should your business be any different? Before you launch Brendco, I would like to humbly ask you to read this blog post. Your business’s name is one of the key ingredients that make up your brand. If a professional naming exploration is out of the question, we at least need to get you up to speed on some basic considerations. In my experience, it is not that DIY namers aren’t... More
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