What's in a Name? {Political Lessons in Naming a Business, Building a Brand}

Naming a business, building a brand...Naming my practice is one of the hardest things I've ever done...at least as a marketer, anyway. The name has to fit me, my purpose, my practice. Just as the names we use for our political leaders shouldn't be too casual or flippant, a brand name can't be too this or that.