The expression ‘what’s in a name’ – or the slightly more poetic ‘a rose by any other name’ – means, essentially, that a name doesn’t matter. It_suggests that_it’s the attributes of a person or object that will dictate what it truly is and how it is seen by the world. However, in the world of brands and big business, this isn’t necessarily the case. Company names need to encapsulate something personal but trustworthy. Or have to, at least, offer some relative merit over other options. Why is Nike (originally known as Blue Ribbon Sports) called Nike? Because it’s named after...

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