Quite possibly, your organization’s greatest asset—the name of your new brand—will be with you for many years to come. It will become the launchpad from which all the other elements of your brand will spring, including potential sub-brands in the future. It sets the overall tone for your organization or product. Once a name has been selected and implemented, it is an expensive and disruptive undertaking to go through the process of changing that name. This is why it is so important to get it right the first time.
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Fabian Geyrhalter is Principal of FINIEN, a consultancy specialized in launching brands for entrepreneurs.
