May 1997
Intermediate to advanced
173 pages
4h 49m
English
Content preview from The New Positioning: The Latest on the World's #1 Business Strategy
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111
Secrets to Finding
a Good Name
F
ifteen years ago, we wrote: “The single most important
marketing decision you can make is what to name the
product.”
By now, the world seems to agree.
A booklet from Johnson & Johnson says: “Our company’s
name and trademarks are by far our most valuable assets.”
The former chairman of Quaker Oats says: “If this busi-
ness were to be split up, I would be glad to take the brands,
trademarks, and goodwill, and you could have all the bricks
and mortar—and I would fare better than you.”
A former Commissioner of the Patent and Trademark
Office said that a trademark is “frequently a more valuable
asset of a business than all other ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.