subject: Successful Entrepreneurship: It's All In A Name [print this page] Running a business comes with its share of problems, in terms of both mechanics and aesthetics. In my experience, one of the most important challenges every entrepreneur faces is the naming or re-naming of a company. Ive been involved in the creation of more than a dozen companies, and I have had the privilege of advising on the development of hundreds of others. Here are some of the lessons I learned when it comes to picking a name that will garner success, now and in the future:
Easy-to-Remember Names
Names that are easy to remember are a sure-fire way to increase advertising effectiveness. These kinds of names are easy to pronounce and often have a visual component (think Target and Duracell). The difficulty, though, is that they can be tough to trademark. Also, the specificity of easy-to-remember names can limit a business to a particular region or industry. The perk of these names, however, is their high spend-to-result ratio. If an entrepreneur picks a highly memorable name, he or she can spend relatively little and still net huge results in short
by: Chris Rugh
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