Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?
Creating a name for a new brand—either a company or a product—is an exciting venture. You are preparing to attend the very birth of what will hopefully become a profitable and dynamic force in the market.