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This article originally appeared on on March 18, 2015. See the original post here   A good company name doesn’t have to tell customers exactly what you do. Names that hinge on a compelling narrative are often far more … More »

Coined, empty vessel names carry no meaning for the average consumer. Kodak? Exxon? Zappos? Zoosk? Adidas? Meaningless, the lot of them, and that is their first huge advantage. Because empty vessel names harbor no pre-existing definitions or associations, they can … More »

Last month, after almost 3 years of hemorrhaging money, RadioShack filed for Chapter 11 bankruptcy. Facing growing irrelevancy in the electronics scene, RadioShack spent the last two decades desperately trying to rebrand itself. They started calling themselves The Shack, rearranged … More »

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