The Game of the Name
Not only is the process of christening a new product a lot trickier than it sounds, the most obvious candidates can be the most perilous
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By Karen E. Klein
Let's just say that you have come with a product so revolutionary that it seems a short-odds bet to set the world on fire, but there's a problem: What to call it? As any parent knows, picking the right name can be a very tricky business indeed -- and the potential pitfalls become even more of an issue when your business, livelihood, and financial security may well depend on making just the right choice.