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An Idea A Day by David Thompson

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BRANDING

HAVE A STARTLING BRAND

Jim Blythe

MAKING YOUR BRAND name stand out from all the others is an obvious thing to do—yet many firms (especially small businesses) have brand names that are based on the founder’s surname, or house name, or favorite pet’s name. This is a classic wasted opportunity.

On the other hand, many firms try to develop memorable brand names, and often have expert help in doing so. Cutting through the clutter of short, memorable, zingy brand names is difficult to say the least.

One answer is to make the brand name controversial—but to do so without getting it banned altogether.

The idea

Controversial marketing is nothing ...

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