Your Brand Name is Your Most Important Marketing Asset

No marketing message will be used as long or as frequently as your brand name.  It is your single most dominant communication.

It is your most effective, efficient, and highest returning advertising investment you can or ever will make.

It is the tattoo on your company’s forehead.  Select it with care and long-term consideration.  Not like a drunken sailor on shore leave.

It is indelible.  You can and will change your advertising, your slogan, your PR efforts and, we’d argue, even your brand’s core identity over time.  But you don’t want to have to change your name.

A word is worth a thousand pictures.  Nike is Nike, not a swoosh.  Amazon is a business, not a river in South America.  Your kids want to go to McDonald's for a Happy Meal, not to the store with the Golden Arches for a brightly colored box.

The name is not your brand.  Your brand is what your customer says it is.  And that is the sum total of all their experiences with your company or product.  But, your name is the short hand embodiment of the totality of their experience.