3 misconceptions, 3 considerations and 3 lessons During my 20 years in advertising my business earned very good fees developing great names for new enterprises. For me this always gave rise to the question – what is in a name? The recent acquisition of Toll Holdings and the decision by its purchaser to retain the […]

3 misconceptions, 3 considerations and 3 lessons During my 20 years in advertising my business earned very good fees developing great names for new enterprises. For me this always gave rise to the question – what is in a name? The recent acquisition of Toll Holdings and the decision by its purchaser to retain the Toll name also had recalling all of those conversations with clients during which they maintained that the name of a business: Is ‘make or break’ critical Should never change Needs to be meaningful The fact is, business names are important, but more for what they don’t do than what they do. I am very sceptical of claims that a name is ‘make or break’. Consider for a moment: Apple Nike Price Waterhouse What do these names say about the business or add to the branding. The fact is, the story around the name – or…