Branding companies like mine are paid what seems to be outrageous sums of money to come up with brand names for companies and products. The work itself isn’t in the name itself. It’s in the work leading up to it: Hours of research, trend analysis, stakeholder interviews, copyright exploration, and the naming process itself.
For you, should you change your name or have a unique moniker?
Some brands need to change if they need to reposition themselves in the market. U.S. cable network, American Movie Classics, which started cable TV life by showing classic black and white movies like Citizen Kane became AMC to rebrand itself from old movies to new original programs like “Mad Men” and “Breaking Bad.” Company brands often need to ...
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