Everyone believed the “S” emblazoned on Superman’s chest stood for…well, Superman! Yet, the movie, Man of Steel reveals an entirely new meaning.
While this discovery by Lois Lane draws chuckles from movie audiences, an individual or a business that communicates the wrong message is no laughing matter. Brand names are everywhere: Mega celebrities, popular musicians and bands, and businesses and products of all sizes and kinds.
And yet every year sees billions flushed down the drain in developing names and marketing brands that fail completely. In this age of instant everything, information overload and digital, social and search marketing, the right brand name can make the difference between long-term business success and spectacular failure.
Author of Merriam’s Guide to Naming
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