A name is the cornerstone of a brand’s identity, and plays a critical role in your startup’s success or failure. The task of naming your business starts with understanding your core proposition, ...

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Jennifer Fitzgerald is co-founder and CEO of Policygenius. But in 2013, when her company was starting out, it had a different name: KnowItOwl. And it’s not an uncommon problem. A name is one of the ...

Christine is a non-practicing attorney, freelance writer, and author. She has written legal and marketing content and communications for a wide range of law firms for more than 15 years. She has also ...

What’s in a name? A name starts the story of your company or product. A great name won’t make a lousy product soar. And a terrible name won’t necessarily drown fantastic technology. But in this world ...

Naming your business is incredibly exciting...and also incredibly hard. The right name can get your business off on the right foot, and the wrong name can scare customers away before you even open the ...

Terms apply to American Express benefits and offers. Visit americanexpress.com to learn more. If you're launching your own business, you have a ton of questions that need to be answered: How do you ...

Think about your favorite brand. Now ask yourself, "Why do I like that specific brand?" I can almost guarantee one of the reasons is related to its name, look or how those features make you feel.

Picking the right name for your business might seem like a small step, but it’s actually a big deal. The name you choose can influence how customers see your brand and even affect legal paperwork.