Key Ideas
• Brand names can shift perceptions and influence business outcomes.
• Naming is important because language is powerful, naming is hard, and a good brand name is a good investment.
• Good brand names strike a balance between strategic, creative, and technical qualities.
Much to the annoyance of every namer I know, it seems there’s an unwritten rule that all articles and blog posts about brand naming must start with the same familiar quotation:1
What’s in a name? That which we call a rose
By any other name would smell as sweet
—William Shakespeare, Romeo and Juliet
Shakespeare’s Juliet was partly right, of course: changing something’s name won’t change its underlying properties. A rose by any other ...
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