A great brand name can do a lot of things, but it canÕt save a bad idea or resurrect a failing brand by putting a new face on it. What it can do is start a good conversation, and set your product, service, or company apart from your competitors. The name becomes the linguistic symbol of a companyÕs purpose, function, attitude, mission, vision, or competitive advantage. What the name needs to do is be congruent with what you offer, embody the benefit the customer receives, and align with the brand archetype and backstory.
This workbook will help you forge a new name through the process of rethinking, differentiating, and developing it from the ground up. It is comprehensive and informative as it guides you through the process of naming or renaming a company, product or service.