Nothing, and I mean nothing, will shape perception of your brand as immediately, powerfully, and persistently as its name.
Coca-Cola, Google, Toyota. McDonald’s. The biggest brand names are more recognized worldwide than Renaissance masterpieces and A-list celebrities. They’re the modern mythology (and for many brands, like Alibaba, Pandora, and Nike, not so modern).
A name can add cachet to a product, it can attract new customers, it can create a new category, it can reenergize a company … if it’s great.
So where does a great name come from? …
