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Inc.com today announced their list of the top ten best and worst company names of all time, based on feedback of top naming experts nationwide. Tungsten Branding’s recommendations comprised two of the top ten names (Amazon and JetBlue) as well as three of the ten worst names (Books-A-Million, Ruth’s Chris Steak House, CompUSA.) Naming is…

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A couple of days ago, the Wall Street Journal heralded the death of an era with this headline “Extinction Threatens Yellow-Pages Publishers.” There was a time, and not so long ago, when I could only get a phone rep for my yellow page ad revisions, since my few hundred dollars a month didn’t warrant a…

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When it comes to creating and building a brand name, most companies feel compelled to file protective trademarks and establish rigid guidelines to protect their image. Yet some of the most well known brands in the world today are holidays – wide open to use and abuse in the public domain. Despite being public property they…

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Laura Ries makes a compelling case for the addictive quality of creating line/brand extensions. In her view, the temptation to increase market share, by borrowing on the equity in a well established brand, is just too great for many business owners and brand managers. In many ways it parallels the way we Americans have tapped…

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A List of Company Brand Names Using Alliteration When naming a company, one of the most important branding criteria is memorability – the likelihood that a customer will retain and recall the business name. The more “sticky” the brand name, the greater the recall. One of the stickiest techniques in company naming is the use…

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Seth Godin, internet marketer extraordinaire, will be our featured guest (Tuesday, March 4th 2008) on “The Name Game,” on the VoiceAmerica.com business channel at 12 noon PST (3pm EST). Join Seth and I as we discuss ways to transform the mundane into something remarkable. Seth, for those who aren’t familiar with him, wrote the book…

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Tag lines can make or break a company. Nike’s “Just Do It” is arguably as famous as the company itself. For years, Coca Cola ads extolled “Coke Is It” and later “Coke Adds Life.” I can still recall (okay… I’m not that old, I just have a really good memory…) that “Winston tastes good, like…

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Not all invented/coined words are created equal. Some have no linguistic basis and therefore no meaning (i.e. Xerox, Kodak, etc.) Every ounce of brand equity then has to be earned and instilled through years of hard work, money and gradual customer acquisition. Most entrepreneurs and start ups don’t have the luxury of time or money…

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