Monthly Archives: August 2015

Savvy Naming: 4 Do’s, 1 Don’t

1. Do embrace emotion. Reason alone does not a great name make. ┬áSears could have named its car battery “Reliable.” (Practical, logical and very ho-hum). Now consider the actual choice, the evocative and emotionally-charged DieHard. Supreme Court Justice Felix Frankfurter

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