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Beth Gerber

May 16, 2013

Naming your new company or product in-house? Fasten your seat belts. While we’d all love to believe the cocktail napkin or Scrabble tiles myth about name creation, great brand names are usually born out of a lengthy, sweaty process of careful strategizing, plodding research, methodical creative exploration, and oh yes, inspiration. So for all the […]

Mark Skoultchi

June 28, 2012

I heard it on the radio the other day when I was driving: a commercial touting something called a “Yourgage.” Whaaa? Without any context, my immediate associations were of yurts and yogurt. I didn’t have a clue what the announcer was talking about. And then, as it became clear that this was a plug for […]