Perspectives 2008 - How not to name
At some point in your career, you may face the daunting prospect of naming a company or product. The path to a trademarkable brand name is steep and treacherous. Curvy, too. Fortunately, help is here. The six tips below offer suggestions for what you shouldn’t — and most importantly — what you should do to get on the most direct path to a winning name.
1. Wait until the very last minuteNaming is easy and takes almost no time at all. There’s no need for any up-front thinking about strategy,...