Practical reading

Insights

Useful decisions for founders choosing and adopting a business name.

Use a simple brand architecture exercise to see whether a company name can accommodate a second and third offer.

Compare the two approaches in the actual moments when a customer discovers, repeats and returns to a business.

Assess fit, operating use, acquisition scope and migration work before deciding what a domain is worth to a business.

Run a small listening, spelling and recall exercise that reveals where spoken recommendations become difficult.