“…By Any Other Name…”

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Naming your company or product is tough work.

It’s about your brand pillars, your true foundation. Who are you? What are you going to be? Who’s your customer? It’s also about wit, and practicality. And let’s not forget everyone in the room’s got an opinion. We all have different vantage points and experiences.

Yahoo!, Google, Pepsi, Utz, Nike, Good Soil, FSR, iPhone, Vans, Subaru — Would be fun to hear the conversations when it was time to print the first biz card, t-shirt, logo, or sign legal documents.

Do the groundwork, do it right the first time. Have some fun with it, too.

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