Branding & Naming Expert President of Tungsten Branding
(Excerpts) “By using a memorable metaphor, Amazon really helped its brand grow.” says Phillip Davis, the founder of Tungsten Branding in Brevard, N.C. “The name positions the company as a source of abundance and diversity.” (JetBlue) is a descriptive hybrid that conveys the industry and provides a sense of open, blue skies,” Davis says. It also uses the newer ‘jet’ rather than the old-school ‘airline.’” (CompUSA) “The truncated geographic descriptor name limits the company to one category in one country,” Davis says. “If you’re looking for a computer in the U.S., this is your place. But for a DVD player? Who knows?”
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