It is when the name is decided that the brand comes to life. Until a moment before this crucial step, there is still no business: it is simply not recognizable. The step to which we are referring technically takes the name of ‘naming’: it is the distinctive trait that makes the brand – or even a single product to be launched – unique and unrepeatable compared to all the other competitors. It is necessary to be extremely original and, above all, to be able to ‘play’ with the rhetorical figures, creating easily identifiable synergies. The beginning of the naming ...Read more
