Are bad names a good idea?

by Kevin Taylor

Should you deliberately choose a bad name for your new company or product? A week or so ago a couple of friends sent me articles they had seen suggesting that it was actually a very good strategy for getting yourself noticed. The argument went that people will discuss a bad name much more than a good one and therefore get your company in the spotlight. I actually talked about this kind of thing a few weeks back: the enthusiasm with…

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Overcoming Subjectivity

by Kevin Taylor

When it comes to naming products, subjectivity comes up an awful lot. It is easy enough to rule out the name of your new international sofa range if it means ‘yoghurt’ in Italian and even easier if it happens to be a word used as an insult or sexual term in certain countries or cultures. What makes it a more difficult decision is when you are faced with someone telling you that they see certain words in your names that…

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