CHAPTER 2
The 7 Deal Breakers
When you’re starting out with a blank slate, don’t weaken your name with any disadvantages. Cr8tiv spellings, unintelligible words, and unfamiliar expressions may make you unique, but more often than not these names can spell trouble.
If you need to help someone spell, pronounce, or understand your name, you are essentially apologizing for it. Making excuses for your name devalues your brand.
Here’s an easy way to remember the next acronym, SCRATCH: If it makes you scratch your head, scratch it off the list.
SCRATCH: The 7 Deal Breakers
Spelling challenged—looks like a typo
Copycat—resembles competitors’ names
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