Business Naming Basics

July 28, 2009
- Yes, a clear reason to resist ego-naming your company after yourself. All entrepreneurs should take this to heart.

July 28, 2009
- Here’s another example of why global branding and naming must be at least reviewed by natives immersed in their cultures rather than by someone in a NYC office with an English-to-Transylvania dictionary.

July 28, 2009
- Yes indeed, words from other languages are certainly candidates for business names. Quite often the sound of these names can communicate attributes of the brand. And there’s also the mystique of a foreign place that can be compelling for some brands. But…you should be doubly diligent about how these words translate into other foreign languages and what they might connote to other cultures.

July 28, 2009
- Is there really a trend toward “anti-branding”, or is it smart branding? I believe “being different” is a major component of a good brand. And I think that difference needs to be reflected in the business name, the single most prominent branding element.