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B2B by Wilson Chew, Jacky Tai

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CHAPTER 14

Rule No. 7 – You Better Have A Great Name Or Else

 

 

 

 

 

 

DO not underestimate the power of a great name in building brands. By the same token, do not underestimate how detrimental a bad name can be to your brand. If you are one of those people who think that a name is just something that you slap on to your products so that you have a brand to call your own, think again. That name can make or break your brand.

Companies very often attribute failures to cut-throat competition, changing market conditions, insufficient marketing resources and everything else under the sun. But we have never seen a company attribute its failures (or successes) to the name. After all, a name is just a name, right? How important can it be?

Well, ...

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