How to name a new idea

09/1/2011 | Management-Issues (U.K.)

Sometimes a name can be the difference between an innovation's success and failure, writes Max McKeown. The best names differentiate products, create marketing niches and let companies draw new demographics into their fold. "With a great name, an okay innovation can rise to become a great brand," McKeown writes.

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Management-Issues (U.K.)

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