Brand Name
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Brand Name
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Episode 5 is on naming. The Five Tests every name has to pass: distinctiveness, ownability, scalability, pronounceability, narrative load. The discovery method that pulls candidates out of your customers' own language.
The cost of fixing a name later runs three to twenty times what getting it right would have cost.
A name is the most permanent decision in branding. Choose it the way you would name a child.
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