2020 | February | Page 3

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The Assets and Liabilities of Brand Names

When examining examples of good and bad brand names we must use a set of reasonably objective evaluation criteria. As these were discussed in the last post, I will summarise all of them like this: “It’s not what it is, but how you use it – your brand name that is!” This is especially true…


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Brand Names: Great Names Are a Powerful Force

They differentiate you from competitors, make an emotional connection with your audience, and help to build a brand that ignites the passions of your customers. Yet most SME business owners are either frivolous about the naming of their business or alternatively spend countless days “brainstorming” without any direction or objective and have no method of…