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Author Archive

Naming

Corporate Name Change Checklist

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You can change a corporation name gradually – by phasing in new materials over a period of time. Or you can do it radically:  Everything new and in place on one changeover date. Either way, you’ve got a lengthy list of materials to consider.

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Naming

Brand Names And The Language Of Action

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Names just don’t sit there. Names “do.” Names have action and energy. Sure, names identify a business or brand. But names also suggest certain types of action:

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Naming

When The Domain Name You Want Is Taken

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So you want to register a domain name – let’s call it “www.smith.com” – but that URL is already taken.

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Naming

Irreverent Brand Naming

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Brand Naming Brand Strategy Big Ass Fans

Big Ass Fans is a new national advertiser. They sell the world’s most efficient ceiling fans, in diameters from 5 to 24 feet. The company started life as the High Volume Low Speed Fan Company, before adopting an irreverent new moniker. (The company claims it changed names after repeatedly hearing customers say, “Man, that’s a big-ass fan.”)

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Naming

Brand Naming: Rhyme To Train The Brain

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Brand Naming Lean Cuisine

“Hickory, dickory, dock, the mouse ran up the clock.”
That might have been the first nursery rhyme you learned. There are powerful reasons why rhymes permeate early learning – and later in life, too, when the rhymes in popular songs are baked into our brains. Rhymes are pleasing, soothing, entertaining.

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