We’re facing a naming drought. Brand naming has never been more challenging, because brand names are becoming a diminishing resource. Every four-character .com domain name has been registered, and soon all the five-character .com’s will be registered too.
Everything in a business can change over time, but the name does not. A brand name is the longest living artifact of a company. Protect it.
Changing your brand name is an expensive proposition. It’s like hitting the reset button and can wipe away years of history. Choose to rename your brand under very specific circumstances.
There's so much riding on a name. It sets the stage for your brand and your customer experience. Think of great brand names: Apple, Caterpillar, Virgin and Google. These names are memorable, repeatable and evocative. They set the tone for the companies they represent....
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