Chapter 7. Brand Naming
One of the bigger mistakes I made when I struck out on my own happened in 2005 when I chose my first business name. For the duration of that year, I called myself New Dawn Graphics. In hindsight, it’s terrible, but I didn’t pluck it from thin air. I toiled, drew up a short list, asked friends and family and people I respected, and although New Dawn Graphics wasn’t a runaway favorite, it got more thumbs ups than any of the alternatives. So I ran with it.
Of course, the people I surveyed didn’t have to live with the name day in and day out. They were making a decision after just a few minutes of thinking (perhaps even seconds). I should have taken more responsibility and carried out more research and testing.
After some ...
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