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When I first moved to the cozy little mountain town of Brevard, NC, I was struck by the incredible beauty of the place, from the Blue Ridge Parkway that weaves through the north part of the county, to the over 200 waterfalls streaming everywhere (more than any other county in the U.S.) Even more fascinating…

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When Tungsten client Harold Ware came looking for a new name for his business, he knew it needed to work on a number of levels. Having previously retired at age 47 as a multi-millionaire, Harold knew a thing or two about creating a good value proposition, and he’d come out of retirement to do just…

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It started with one client’s wish to reflect her beautiful, bold web designs in her company name. Angela Nielsen had created NIC Media (for Nielsen Internet Consultants) and the name was creating considerable confusion. Not only were potential clients at a loss for what she did (media is a very broad term for everything from…

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When the accounting firm Decosimo CPA decided to branch into the merger and acquisition business (something they already had substantial experience with) they decided they needed a new name to differentiate themselves. This was an astute move. Many times businesses will create a new division and yet leave the legacy name in place. The problem…

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When the Milwaukee Journal Sentinel went looking for a name for their Monster® co-branded web site, they found a number of hurdles… lack of available domain names, trademark issues, etc. With a looming deadline and little time to spare, they hired the bright minds at Tungsten Branding to give them the “head start” they needed….

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You might think weird business names might lose potential business, but it’s often just the opposite. Unique company names actually serve a pragmatic profit-producing purpose. Even though they may not be literal or descriptive, they are memorable! Case in point… the flooring company I’ve used on four separate occasions — but one which I could…

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When our first Australian client came knocking this past spring they had a big branding problem. Their company name was “Crafty Kids,” a legacy name that began when they sold children’s arts and crafts projects to moms from a flea market booth. Flash forward nearly 15 years and they were now selling scrapbooking supplies, stamping…

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  I happened to trip across this naming trivia site today that contains great anecdotal stories about how companies came up with their names. Many of these older legacy names were the result of happenstance or serendipity. Unfortunately, with so many trademarks and so many domain names taken, the luxury of picking your favorite fruit…

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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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When Coghead was just a name on a list, who would have foreseen the meteoric rise of the Coghead “dude” and the success of the recently released “Coglets” application? This is a good example of how the right type of business name can create excitement, generate traction and accelerate brand name penetration. This is similar…

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