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■_NAMING

A name must quickly convey a brand's essence to its primary target audiences.   The right name can attract attention and help an enterprise or organization bloom.  The challenge s to find a name that is both compelling and ownable.  Given an unprecedented number of new companies and products, neither is made easy.  Inventive names, while certainly not the only avenue to explore, are sometimes the only solution and, once registered, can sometimes be easier to protect. The process is simple and straightforward: ■_Gain an understanding of your strategy, objectives, target audience, usage and any other information that might impact upon name selection.   ■_Seek building blocks that might be used as points of departure or inclusion in developing name candidates; elements of heritage, category terminology, etc.   ■_Creative name ideation aimed at generating a dozen or so candidates for your consideration. Services are also offered to create tag lines or more effective product/program descriptors.