Naming a company, start-up, product or service is hard work, complex and often rife with mistakes. Billion dollar companies screw this up every year, while under-funded start-ups launch into the stratosphere with a name that seems brilliant and full of meaning, with little or no advertising. Intuitively, your brand name is the foundation of all that is marketing. A great name is an advertisement in itself. A name can do more for achieving desired positioning than a budget the size of Australia’s GDP (exaggeration intended). The best names tell a story, and make marketing easier. A breakthrough name can garner free publicity, just because of the name. What if Google launched with its original name BackRub? Would it be as successful? We know the product is great, but is the brand name Google more memorable and interesting? Of course. As we will share in the first chapter, naming is very important, yet so often botched up. Despite the extreme amount of strategy and creativity required to develop an effective brand name, often everyone in the company feels compelled, and capable of contributing to name development. This book is a naming tell all. Lay it all out there. Set the record straight. Breakthrough Branding: Brand Naming Tips & Trade Secrets will, hopefully, give you an understanding and appreciation for this art and science of naming