What's in a Brand Name?

All words have associations, good and bad, and it's a lesson business owners should keep in mind when devising a brand name, given they often invest tens of thousands of dollars into the effort. A good brand name, reports James Surowiecki, evokes the fundamental qualities you hope to advertise. Are you familiar with Tronc, the media company? Probably not, despite its large size, and there is a good reason why. Read more here.