A name is your brand's most important identity marker. This is what you need to avoid to get it right. Before crowdsourcing was a thing, hell, before the internet was a thing, the administrators of my rural college in southwestern Colorado asked the student body to submit name ideas to rechristen the student dining hall. With a speed and unanimity that startled even the most seasoned leaders, the student body rallied around "Alferd G. Packer" Hall.
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