How to use “negative” brand names to good effect – How Brands Are Built guest post

This week, Catchword's own Mark Skoultchi explores how a word's negative baggage can actually help a brand name carry more weight with its target audience.

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How Brands Are Built is a practical and tactical blog and podcast, invaluable for branding professionals and anyone interested in the nuts and bolts of branding.

This week, Catchword’s own Mark Skoultchi explores how a word’s negative baggage can actually help a brand name carry more weight with its target audience.

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