“Naming your product or service should never be a light-hearted decision, even though it might seem like the most fun part of any development process. Sure, don’t deny yourself the fun, but it’s serious business – so serious that entrepreneur, naming strategist and visual artist, Katarina Nilsson, founded the full-service naming agency Eqvarium. Her work has taken her across the globe for brands such as Sony Ericsson, Electrolux and H&M. Katarina is also a facilitator for Joy of Business, an online community supporting businesses and leaders. For those who have a new product or service in the pipeline, here’s Nilsson’s best tips to give you the best chance of nailing that all important customer appeal.”

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