Rocky Cipriano

“Safe advertising is the riskiest advertising you can do.”
– Bill Bernbach, Co-founder, BBD Advertising Agency

In my book, Branding Insights for Small Business, I point out that creativity is marketing’s most underutilized tool. An ad, brochure or website is just a delivery method for a sales message – it’s the creativity in that message that most determines how effectively it performs!

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Here’s a quick refresher on naming your business, product or brand.

I’ve written in both my books about the importance of naming your business, but in my experience, it’s still overlooked as a critical component of a business’s overall brand image. What you call your business, product or brand can quite literally make you a household name, or an also-ran.

Let’s start with some simple rules for naming.

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