http://www.integratedbrand.com/223/rules-to-live-by-when-naming-a-company/ Where brand leaders meet Mon, 30 Jan 2012 00:43:00 +0000 hourly 1 http://wordpress.org/?v=3.1.3 http://www.integratedbrand.com/223/rules-to-live-by-when-naming-a-company/comment-page-1/#comment-584 Cheryl Stumbo Sat, 14 Jul 2007 03:48:47 +0000 http://www.integratedbrand.com/42/rules-to-live-by-when-naming-a-company/#comment-584 Keep in mind that "IBM" and "AT&T" had full-on brand names -- International Business Machines, and American Telephone & Telegraphic, respectively -- before they devolved to acronyms, out of necessity because their business offerings were no longer suited to their highly descriptive brand names. The moral of the story is, don't name descriptively (and, also, don't name by founder names, which devolve to potentially meaningless acronyms such as "HP," or even "PLP" ;) ) or your brand name will be too limited to allow your business to evolve. Keep in mind that “IBM” and “AT&T” had full-on brand names — International Business Machines, and American Telephone & Telegraphic, respectively — before they devolved to acronyms, out of necessity because their business offerings were no longer suited to their highly descriptive brand names. The moral of the story is, don’t name descriptively (and, also, don’t name by founder names, which devolve to potentially meaningless acronyms such as “HP,” or even “PLP” ) or your brand name will be too limited to allow your business to evolve.

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