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March 17, 2008

Wall Street Journal Discovers that Naming and Branding Crucial to Small Biz Success

The Small Business section of the Wall Street Journal has a very good article up entitled “Name That Firm,” that indicates that “selecting a name is one of the most important decisions a company will ever make.” A sentiment that I completely agree with.

The article looks at some common pitfalls that come from not putting enough thought into the naming of your company and your brand.
Funnily enough, the Chicago Tribune has a great piece up about rebranding, something many people wind up doing when their first effort at naming and branding starts to wilt. Of course, this is also a pursuit that occupies the time of many a name consultant.

The Small Business Blog has some good ideas on the subject and gives a good idea of the complexity around choosing a good name. You may go ahead and do it yourself, or you just may decide to engage a naming service.

Laurie Ayers has some thoughts on bad naming that you might want to consider, and Donald Rush has some pretty good ideas as well.

Naming and Branding is indeed very complex and its best to get it right the first time. I find it interesting to note just how often companies almost get their naming right, and end up renaming their company.

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Posted by William Lozito at March 17, 2008 7:43 AM
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