How to Play the Business Naming Game and Win

Everyone names things. We name our kids, our pets, our softball teams and our annual company outings. However, when it comes to developing a corporate or product name, companies need to approach the task with the same gravity and rigor that would apply to any major business decision. A business name can be created to provoke emotions, spur attraction or disrupt the marketplace, but the process of developing and selecting name should be a rational one. Naming is the combination of art and science; both parts need to be present to ensure a good outcome.

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