What's In A Name?



So you say, Romeo, but did you know
Many a new product has met its death
Before it’s time because so little was
Thought about its proper name

The meaning of names has been an issue for a long time. While a rose called by another name might indeed smell just like a rose, in today’s highly competitive marketplace, it’s important that companies properly name their new products. We’ve helped many companies understand what names mean with visual and projective techniques that illicit the emotional and visual connections that are key to successfully marketing and communicating a newly-named product. After all, if a rose was called a schlubfust, it might smell just as sweet, but might not be such a romantic gift for Valentine’s Day!


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