Statesman Journal Article: Capitol or Capital, Words Distinguish Businesses

By Laurel Sutton

November 15, 2012

I had a chance to speak with Queenie Wong of the Statesman Journal about the proliferation of businesses with the words “capitol/capital” in them in Salem, Oregon:

Encompassing a location in a business name can be an advantage or a disadvantage, said Laurel Sutton, principal at Catchword Branding, a professional naming company with offices in the San Francisco Bay area and New York.

“A word can quickly become overused,” Sutton said. “It’s a nice idea to tie the business to something that’s local but if everyone chooses the same local thing then it’s not unique.”

“It just becomes lost in a sea of people all using the same word to try to identify their business,” she added.

It’s a fun piece with some interesting business names in it! Click here to read the whole thing.

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