What’s in a Name?

It's one of those things that you know, but it's rarely front of mind. You never think about it, but you're bombarded by it daily. A NAME embodies a whole effort.

When you reference your efforts in business--whether for profit or non-profit--at a certain time you use a name, or a symbol, or a sound or something else to identify those efforts (i.e., a "NAME"). Unilever does. UNICEF does, too.

You see, that NAME may tell people your professional association certifies a product, it may tell folks you made a product or you offer a service, or it may be a way for you to communicate to others what your values are. The NAME identifies the technology, function, design, lifestyle, and sociocultural substance of your effort and resulting goods and services. For better or worse.

Click here to read William R. Samuels' full article...