Speaking of team, make sure you’ve assembled the right one.

By Mark Skoultchi

August 31, 2016

Sure, everyone wants a part in naming the new company or product, but too large a team can be counter-productive, and make it harder to get to a final name decision.

Generally speaking and depending on the project scope (product versus company naming), a good team will include brand owners (those folks primarily responsible for the product, service or company being named), senior marketers (your CMO, or other marketing head), senior communications specialists, and senior brand directors and product managers. Minimum of four, no more than ten individuals. In addition, if you have an in-house trademark attorney it can be helpful for that individual to participate in meetings.

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