How To Choose A Name For Your Company

What’s in a name? About US$100m in the case of Accenture, which reputedly spent that sum in transforming its brand from Andersen Consulting way back in 2001. Okay, not all of that went on the actual naming process, but the fact that the company felt the need to change its name in the first place, and thus incur all the costs that followed, shows just how important your brand name is.

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