Naming is one of the trickiest aspects of the branding process. It’s relatively easy to change your logo or website, but your name is far less elastic. You don’t want
Trying to do everything is the fastest route to mediocrity. The best brands are very selective, and choose a few areas where they can be brilliant. There’s no doubt about
The first impression your brand makes is important. It shapes expectations of what’s to come. This is as true for people as it is for companies. If you are interviewing
