More Than A Name

Here is an interesting post from one of’s blogs.  This one discusses the importance of a company’s name for branding purposes.  The short post contains something simple, but profound: In fact, only one of the 12 — Jeff Taylor, founder of — felt the name he selected was indispensable and key to branding his company. Surprisingly, not even Starbuck’s co-founder Jerry Baldwin felt the name was essential. Some of the other business leaders I consulted with — such as Ben & Jerry’s Homemade founders Ben Cohen and Jerry Greenfield, cosmetics expert Bobbi Brown, Wally “Famous” Amos, Kate Spade, and David Oreck — named their companies in part or… Read More

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