Entrepreneur article on common naming mistakes featuring our Strategy Director Eli Altman

You want a name that grabs the consumer’s attention but doesn’t try to cram in too much information, says Eli Altman, Director of Strategy at A Hundred Monkeys, a San Francisco-based branding and naming firm. “A good way to think about a name is that it’s the start of a conversation. It’s not a full encapsulation of what the business is about.”

Full article here