Names Are Important

Names are important – they can spell commercial
success or corporate failure.

Pick a great company name and people remember it.

Choose the wrong name and people ignore it.

Initials don’t work unless you are an established brand.

JFK started out as John F Kennedy. He only became
known as JFK after winning the US presidency.

Everyone knows the BBC, BA and BP because they have
invested millions in building their fame.

New brands that follow their lead are, I’m afraid,
destined to a life of obscurity.

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