But there is an often-overlooked asset that many brands don’t put enough priority into: the product name. Selecting the right ...

What is best practice for naming a product and what works best in advertising? I have often wondered whether there can ever be a ‘best practice’ in choosing names. I fear that any principle I suggest ...

Those names work because they associate a business with an image that many people are familiar with, or they create a new, striking visual. Generally, that visual says something about the brand, ...