Drastic Naming

By Mark Skoultchi

October 30, 2007

The business across the street from my office goes by the name “Drastic Changes”. I’m torn. On the one hand, the naming consultant in me sees the name and says, “Ouch.” It’s a hair salon, not a psychotherapy office. Naming companies are supposed to help folks avoid mistakes like that. Of course, most hair salons don’t often engage naming companies to create the perfect name.
On the other hand, the handbook of corporate branding says to be distinctive: “Differentiate or die!” (Again, it’s not like most hair salons are reading the latest corporate branding handbooks before they launch.)
Which is more important: a company name that stands out or a company name that has only positive connotations?

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