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Brand Zero by Jacky Tai

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Sum Ting Wong And Other Such Names

I am surprised how little attention companies pay to their names. A lot of companies get everything else right and then slap bad names that have no rhyme or reason onto their brands. For many companies, the name seems almost like an afterthought.

Pay attention to your brand name. It is probably the single most important branding decision that you can make in the long run because whatever great idea you have today can (and will) be copied by your competitors. In fact, your competitors can probably do it better and definitely sell it cheaper than you. However, the one thing that they cannot copy is your brand, ...

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