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Read stories here about naming a business, branding strategies, and how to get a cool company name.

LONDON, Apr. 2, 2008.
Can I be your friend? NetJets Europe introduces irrerevent campaign to promote its private jet card.

BENTONVILLE, AK, Apr. 2, 2007.
Branding Strategy: The Big Apple Not Above Naming Wal-Mart Persona Non Grata.

ATLANTA, GEORGIA, Mar 27, 2007.
Beverage consultants laugh at “health and wellness” brand launches from Coke and Pepsi.

ULAN BATOR, MONGOLIA, Oct 8, 2006.
Ghenghis Khan rules corporate branding in Ulan Bator. Some Mongolian legislators want to put a lid on it.

GEVALIA, SWEDEN, Apr 3, 2005.
Branding Consultants on Caffeine: Kraft names new coffeemaker Tassimo but don't use it if you¹re having company.

NEW YORK, NY, Feb 10, 2005.
Name a company with more brand awareness than New York City: branding consultants rummage through city archives.

NEW YORK, NY, Aug 11, 2004.
Naming subway stations after companies? Branding consultants are branching out.

SAN FRANCISCO, Feb, 16, 2004.
Misadventures in naming: Roxio misses corporate branding boat as it continues to drain the life out of Napster.

SAN ANTONIO, TEXAS, Jan 29, 2004.
Big companies enforce their naming rights in corporate branding crusade against small business owners.

EINDHOVEN, THE NETHERLANDS, Jan 12, 2004.
Corporate branding doghouse: Naming the game at Philips, the Dutch electronics company that's lost in America.

BARCELONA, Jan 2, 2004.
Creating a new brand: Spanish candy magnate passes on the lollipop.

SAN FRANCISCO, Dec. 31, 2003.
Name the company, spare the child: some advice for parents with brand name offspring.

ALEXANDRIA, VIRGINIA, Dec. 28, 2003.
Excuse me, you're sitting on my name: Microsoft branding strategy provokes trademark lawsuit from Virginia company.

NEW YORK, Dec. 20, 2003.
Naming and branding: FAO Schwarz desperately seeking Santa.

CORLEONE, SICILY, Dec. 16, 2003.
Branding consultant passes up this small town assignment.

LONDON, Dec. 5, 2003.
Corporate branding war erupts once again between Apple Computer and Apple Corps.

LOS ANGELES, Nov. 28, 2003.
The business of naming: Victoria's Secret's $11 million bra fails to lift or separate.

COPENHAGEN, Nov. 6, 2003.
The naming business: unraveling the IKEA product naming mystery.

NASHVILLE, October 7, 2003.
A new breed of naming company tackles the star-naming business.

BRUSSELS, Sept. 3, 2003.
Naming and branding wars with EU? U.S. naming companies gear up.

SAN FRANCISCO, Aug. 19, 2003.
Naming companies go home: The wine industry uncorks its own whimsical business naming strategies.

SEATTLE, Aug. 1, 2003.
Company Names: Naming Consultant Reports Severe Shortage of Company Names.

DETROIT, July 14, 2003.
Naming Consultant Hall of Shame: Mr. Goodwrench resurrected for GM brand marketing campaign.

SACRAMENTO, June 22, 2003.
Brand Building: False advertising given green light as brand strategy for government agencies.

WASHINGTON, D.C., April 2, 2003.
Little guy wins trademark battle with Victoria's Secret and gets to keep his business name.

OAK BROOK, IL, March 9, 2003.
Co-branding: In a long overdue marketing strategy shift, McDonald's appoints Paul Newman head salad chef.

MOSCOW, Jan. 22, 2003.
Corporate Rebranding: Aeroflot to drop logo as it rebuilds its image.

LONDON, Dec. 20, 2002.
Brand Development and Repositioning: Many Brits prefer to keep brand development at a standstill. They take a dim view of repositioning their favorite brands.

LOS ANGELES, Dec.17, 2002.
Brand Names and Brand Building: Researchers at UCLA study how brand names engage the emotions and find that brand names have a power that other words don't.

NEW YORK, Dec. 5, 2002.
Repositioning and Brand Personality: Beware of repositioning a magazine when the brand personality is owned by a woman named Rosie.

TURKMENISTAN, Nov. 15, 2002.
Renaming and Marketing Strategy: Renaming the months of the year represents no problem for this marketing strategy guru.

LOS ANGELES, Oct. 10, 2002.
Naming and Branding: Chick Hearn's naming business: He brought branding to professional basketball and never missed a chance to invent the right name for a play.

LONDON, Sep. 29, 2002.
Company Naming and Branding Strategy: Richard Branson takes company naming to new levels but will his branding strategy help pay the bills?

SAN FRANCISCO, Aug. 15, 2002.
Brand Identity: Brand Identity Retention test - Dean Kamen's high-tech scooter made quite a splash on its introduction. Now what was the brand name of that contraption?

SAN FRANCISCO, July 30, 2002.
Business Naming: Naming a business T-Mobile reveals a branding strategy that is all curves.

TAIPEI, July 23, 2002.
Rebranding: Brand name conjures up vision that smoking is healthy--who wants to tackle this rebranding job?

SAN FRANCISCO, July 20, 2002.
Brand Positioning: Branding strategies of the blue and famous: color this brand positioning blue.

LONDON, July 20, 2002.
Company Naming: Company naming reaches a new low: Deloitte Consulting goes out on an old corporate branding limb.

LONDON, May 6, 2002.
Naming: The naming business chugs right along with 3: a new company name for Hutchison 3G.

LONDON, July 12, 2002.
Marketing Strategy: Consulting wars employ new marketing strategies to make fun of the the competition's brand positioning.

SAN FRANCISCO, June 20, 2002.
Brand Personality: No one called a naming company for this one: Loudcloud assumes a new brand personality with Opsware.

SAN FRANCISCO, June 11, 2002.
Renaming: Company name search ends at the beginning of workweek: PwC Consulting renames itself Monday

HOUSTON, June 6, 2002.
Brand Identity: Squeeze play: Enron Field needs new brand identity. Minute Maid Park is the new brand name.

CHAPPAQUA, June 6, 2002.
Repositioning: Repositioning a presidential assistant: Buddy replaced with a new brand name.

NEW YORK, June 2, 2002.
Naming: The Broadway naming business: Urinetown's branding strategy started out innocently enough.

SAN FRANCISCO, May 29, 2002.
Branding: Firewire product name lets Apple pull off a branding coup.

FOXBORO, May 28, 2002.
Corporate Branding: Stadium brand marketing goes off the deep end. The Patriots' stadium takes corporate branding to a new low.

TOKYO, May 23, 2002.
Branding: Brand building forever: Fujitsu rolls out Eternus, a new computer storage brand that will not set the naming world on fire.

SAN FRANCISCO, May 16, 2002.
Rebranding: Is there a naming company in the house? Rebranding takes one Giant step backwards at Candlestick.

SEATTLE, May 14, 2002.
Brand Names: A brand name only a sucker could love: Microsoft pulls the plug on RealNames.

SAN FRANCISCO, May 10, 2002.
Naming: Snowball.com is changing its name: Why generic brand names should not be in anyone's branding strategy.

ATLANTA, May 9, 2002.
Repositioning and and Renaming: Repositioning challenge: What happens when Enron is ready for a new company name search?

LONDON, May 6, 2002.
Brand Names: Consignia readopts its old brand name: discovers there was nothing wrong with its old corporate identity.

NASHVILLE, May 3, 2002.
Branding Strategy: Dissonant branding strategies? Americans unhappy with British product positioning.

DALLAS, May 1, 2002.
Rebranding: RSI Holdings Inc., is changing its name to Viscern. Why you shouldn't undertake a rebranding project at home.

LONDON, Apr. 25, 2002.
Branding: Viva Aviva! Brand confusion often wins out when a company name search heads into open waters.

SANTA CLARA, CA, May 25, 2002.
Naming: Product naming when the chips hit the fan: the courage walks out the door when the brand identity folks walk in the door.

SUNNYVALE, CA, Apr. 25, 2002.
Positioning: Product positioning at its best: AMD reveals new brand name for its latest processor.

HONOLULU, Apr. 22, 2002.
Brand Positioning: Hawaii rebrands itself as a place to do business: a brand positioning that will blow smoke out of any volcano.

DULUTH, Apr. 20, 2002.
Marketing Strategy: Another marketing strategy based on a day of the week: Tuesday is a brand name owned by a Wyoming Taco conglomerate.

MOSCOW, Apr. 19, 2002.
Brand Building: Russia is virgin territory for brand building: a bear drinking vodka is core of new branding strategy by Identica, the British brand consultants.

ANKARA, Apr. 17, 2002.
Brand Identity: PKK launches new brand identity with clever name change.

NEW YORK, Apr. 10, 2002.
Brand Personality: A little light shines in the brand marketing jungle. New York paper adopts a classy brand personality.

PHILADELPHIA, Apr. 4, 2002.
Corporate Branding: Goodyear and the Pep Boys split hairs over brand names.

LOS ANGELES, Mar. 28, 2002.
Repositioning: Patriotic repositioning: MSNBC re-brands itself America's News Channel.

SAN FRANCISCO, Apr. 13, 2002.
Naming: Like a ClawHammer to the Braineon: AMD has filed a bunch of trademark applications recently for possible names of new chips.

LONDON, Apr. 11, 2002.
Naming: Company naming snafu: Consignia name--plus mass layoffs--brings brand identity to the streets.

SAN FRANCISCO, Apr 5, 2002.
Marketing strategy: A different kind of tagline?

MONTREAL, Apr. 1, 2002.
Naming a business: Canadian companies name products that softpeddle the C-word.

VENICE, CA, Mar. 30, 2002.
Brand positioning & Strategy: Intel fights for its brand positioning life. Alleges non-profit group steals its brand strategy.

MILL VALLEY, CA Mar. 22, 2002.
New branding strategy: Co-branding gives way to multi-branding.

MILL VALLEY, CA. Mar. 5, 2002.
Naming strategy: Pontiac Aztek hangs its brand name off a whole civilization.

DODGEVILLE, WI. Feb. 22, 2002.
A marketing strategy or identity theft? Alfred E. Neuman repositions the Super Polo for Lands' End.

MILL VALLEY, CA. Feb. 10, 2002.
The naming business: Is it true that we are running out of brand names?

MILL VALLEY, CA. Jan. 27, 2002.
Brand Personality: What kind of product names do people like? Look for the personality in brand personality.

MILL VALLEY, CA. Jan 10, 2002.
Marketing Strategy: What is branding about? Your marketing strategy needs to feel like a conversation with the consumer.