I have just found out that Marketing Sherpa, that great marketing online resource, published my response to one of their articles on “How to Name Your Brand”.
Anne Holiday, the president, called it a “useful letter”. I should hope so as their article had such a slow, drawn out process for creating a name for your brand. Maybe old time consumer industries still have time for a 9 month process, but for most of us that is crazy nowadays. We are naming a company in 3 weeks or less, and their graphics people make logos in 2 weeks or less. You can’t bring in money until you have a name and a registration, so every day counts.
