Why Brand Names Are The New Logos

Almost every project I’ve worked on recently has involved naming as an issue. Usually a pretty big one. Consulting on brand names has become a large part of what I do. Names have always been a significant part of branding. Historically, products were identified by the name of the business owner: Cadbury’s. Sainsbury’s. John Lewis. The name was a personal guarantee. Then came the logos. And every business needed a logo. In an era of printed brochures, adverts and websites, there was space for a logo to sit proud.

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