One-size-fits-all wisdom doesn’t always apply to a wide range of businesses.

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So it’s time to create a name for your new brand, business, product or app. You’ve read all the articles and guides, and now you’re even more confused than before. The biggest problem is that most naming experts have a specific clientele, as well as a branding and marketing philosophy. A bootstrapped tech startup, international rollout from P&G and small bakery in Maine will all need take very different approaches. With this in mind, here are three commonly accepted business-naming guidelines that may be worth reconsidering on your path to landing on an identity that you love.

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