In renaming a client’s practice, it became clear to me that he understood my approach to brand naming when he emailed me this:

“I think that Amazon sounds better than ‘Bezos Books via UPS,’ Apple better than ‘Steve Jobs’ Hardware and Computing Supplies,’ or Microsoft better than ‘Bill Gates Windows Crashes’ (tagline: ‘But we have a Daily Software Update’). Oh, and Virgin sounds better than ‘Richard Branson’s Free for All.'”

How does your brand name sound?