A Rose by Any Other Name?

What’s in a name (or names as many companies choose)? Nothing unless you are trying to establish a brand. A brand is more than a name. It is an implied promise, a category of thought that a company occupies in the mind of the public.

When you think Volvo you think safety. When you think Fedex you think dependable delivery. When you think Arlanta Braves you think America’s team.

Companies, especially small ones, need to think very carefully about the space they want to own on the market and brand accordingly. Otherwise youay end up like British owned Rent-To-Kill who did well when they supplied plants to office buildings but fell flat when they acquired US temporary service, Talent Tree.