Forget the Perfect Brand NameNo brand name is perfect; every brand name has downsides. Which is something that's critical for anyone involved with brand name creation-whether it's product naming or company naming-to remember. So how do you decide which tradeoffs are acceptable, and which aren't? These four basic truths of product naming and company naming-understood by naming specialists- can help you make a wise decision.
Romancing the Product: The Power of European Brand NamesWhat do Haagen-Dazs, Saint Benoit and Clinique have in common? Answer: they're all successful European brand names for stuff manufactured right here in the U.S. of A. They're also living proof that one of the most effective ways to telegraph luxury or premium quality is to use a product name or company name that's derived from a European language. But it's not all peaches and ice cream-here are b
