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The Name of the Beast

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The Name of the Beast

The Process and Perils of Naming Products, Companies and Brands



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The Name of the Beast by Neil Taylor
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How to choose the right name for your company, product, or brand that will make it stand out in the crowd? Adopting the right name for your business, product, or brand can be the difference between success and failure amongst today's fickle consumers. This book is the first of its kind, and is written by one of the world's leading experts in corporate naming. It has the potential to become the definitive manual on naming in business. It offers a wide feature and review coverage expected in management, marketing, branding and communications media. Giving a name to your company, or a new product or service, or to your brand should be easy. After all, how difficult is it to think up a word or two for something you are so close to? Often, what should be one of the most fun parts of your business ends up causing internal conflict, legal to-ing and fro-ing, and not to mention the occasional bout of media hysteria. Naming expert Neil Taylor presents a practical but inspiring plan to help find the right name for your company, product, or brand. The plan is based on three considerations. Firstly, there's the strategy: how do you find a name that feels right? How do you make sure it stands out from the crowd? Secondly, there's the practicalities, which are often overlooked. Plenty of naming disasters are down to people being naive about the legal or linguistic implications of a name. And finally, there are people. Discussions about names are often subjective. Therefore, how do you convince people internally that a name is right, and then how do you convince the outside world? Taylor also looks at trends in naming and the lessons that should be taken on board today.

Author Biography

Neil Taylor is creative director at The Writer, a brands and communications consultancy. He was previously a senior naming consultant at Interbrand, the world's largest brands consultancy.
Release date NZ
March 15th, 2007
Country of Publication
United Kingdom
Cyan Books
Product ID

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