Michael Antman on Naming

In this MarketingProfs.com article, Michael Antman argues that the name you choose for your company and products can be a contentious decision but is not very important in the final analysis. He cites numerous examples of names that bear little or no relation to the company/product to make his case.

He argues forcefully and makes great points, but I think he may come to the wrong conclusion. It's true that many successful brands and products have names that are not descriptive, but that fact argues for the importance of nondescriptive naming as much as for the proposition that names are not important.

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