Posted on Mar 6, 2013 has changed its name to Rakuten. com. Seriously. Discarding a memorable/clear/short name in favor of one that’s (apparently) familiar in Japan might be the result of provincialism, always a danger in international commerce. Renaming is always treacherous, but this break new ground for self-inflicted damage. Rakuten seeks to deliver, according to their website, Omotenashi. […]

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Naming: navigating the minefield

Posted on Jan 16, 2013

It’s very challenging to create company names these days, especially when we insist on making the name available as a .com, be trademarkable, be easy to spell – zig-zagging around dozens of branding landmines. (One acid test: Can you remember a name perfectly, for example, if you hear it once over the phone?) So. We’re […]

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Nine nuggets of business wisdom

Posted on Mar 24, 2012

1. When you leave your phone number on voice mail, insert three pauses. 2. People only absorb the first topic of an email. To say three things, send three emails. 3. Do in-house what you do best. Turn to pros for all the rest. 4. If a meeting can be held in nine minutes or […]

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Our naming rules, revisited

Posted on Jan 3, 2012

We do a lot of naming, sometimes after a company launches a DIY effort, or (worse yet) tries the sure-to-disappoint employee contest gambit, the dismal results of which lead to a renaming effort two years later. We gently remind you of the mantra of every professional outsource: “Do in house what you do best; turn to […]

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Branding should not focus on customers

Posted on Jun 10, 2011

Your brand’s substantial, leveraged growth will come from prospects, not customers.

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Leave company and product naming up to us.

Posted on May 24, 2011

Not that you aren’t passionately concerned with your new name. On the contrary. You’re the one most in the risk/reward hot seat. But naming is not your primary business, so it’s something you should outsource, just as you outsource brain surgery, elevator repair, and dog grooming. There are people out there with skills, experience and […]

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