Wednesday, February 21, 2007

What a name cannot do.

Some people pin a lot of hopes on their brand names. They think it's abracadabra. Time for a reality check. In my limited experience, I think no name on earth can:
a) Do the job of a long copy ad.
b) Catapult you to the cover of Fortune magazine.
c) Act like a super eye magnet for your target audience.
d) Please every earthling on this planet.
e) And eclipse every other brand in every other category.

No comments: