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Article in CMO: Is brand success all in your name?

Founder of consulting firm, Eqvarium, discusses the role a name plays in brand building and engagement. According to Nilsson, there are numerous considerations any organisation needs to bring to choosing its name. Primary among these are legal and intellectual...

Eqvarium’s Naming Academy Part 12

When not to think new To save a dying business or gain quick attention, one must think new. Some people, however, take that too literally. When it comes to naming, everyone from political parties (especially the more conservative ones) to sneaker companies love to put...

Eqvarium’s Naming Academy Part 11

Start small, think big Naming is equally important for small and big businesses. Even if you don’t have the budget of a large competitor, your brand can still benefit from a smaller, but still thorough, naming process. You won’t get as many names to choose between,...

Eqvarium’s Naming Academy Part 10

Feeling vs. Functionality The name you pick for your business will probably stick with you for a while. Therefore, it’s important that you really feel for your name. Many times, companies let rational thinking get the better of them and go for a functional,...

Newsletter, February 2017: A Life-Defining Choice

Personal names can be a handful. John, Anna and Daniel? Or Texas, Estelle and Rio? The traditional is bland, while the trendy easily becomes ridiculous. Is it even possible to give someone a name that both stands out, blends in and has longevity? As naming pro’s, we...

Eqvarium’s Naming Academy Part 9

When Wide Thinking is the Right Thinking To reach for everyone is to reach no one — marketing 101. A niche and a defined target group is a better way to achieve success in business. However, when it comes to naming a company, product or service, diversifying your...

No Vowels? That’s SO 2016!

Is it wise to adjust to the new and trendy? Or is it smarter to resist, stick to what you know and think ahead? When it comes to naming, it doesn’t hurt to be aware of what’s going on around you. Just don’t let anxiety get the better of you. A new year equals new...

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