by Devon | Jul 2, 2019 | Branding Debacles, Naming
Kim Kardashian is abandoning the controversial name of her new line of shapewear. The New York Daily News has more on the story here. As the old saying goes, “The bigger they are, the harder they fall.” A highly visible company will get an earful about a... by Devon | Jun 12, 2019 | Branding Debacles, Naming
An edgy name can be highly effective at getting attention and sticking in a customer’s mind. But invariably, someone is going to complain about the name. That’s the nature of edge—it’s controversial. And these days, social media gives everyone a... 
by Devon | Feb 12, 2019 | Naming, Trademarks
When you’re thinking about naming your company, what’s on your Must-Have list? Common English word. Memorable. Connected to your brand promise, differentiator or offering. Easy to pronounce and spell. Short. Available for trademark. Seems reasonable—until... by Devon | Jan 31, 2019 | Naming
In Henry Ford’s day, brakes were brakes, and a steering wheel was a steering wheel. But not anymore. Now auto makers want their proprietary technology to seem superior to their competitors’, so they give it a brand name instead of labeling it generically.... by Devon | Jan 4, 2019 | Naming, Rebranding, Retrospectives
Ad Age released its list of “11 Worst Name Changes of 2018,” many of which were attempts to correct an original name that was poorly conceived. Other companies jumped on the “shorter is better” bandwagon, proving once again that character count... by Devon | Oct 10, 2018 | Intellectual Property Law, Naming, Startups
Of the many sites offering advice for aspiring entrepreneurs—including the venerable SBA—very few mention branding as a startup cost. Almost none advise new business owners to factor the cost of naming into their expenses. Maybe the authors of these pages believe that... 
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