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Exogenic Shock

Brand name creation involves massive amounts of due diligence. Legal and trademark checks in all countries of use, along with linguistic and cultural checks to help ensure naming ‘fails’ don’t happen. But sometimes, exogenic factors (i.e. outside forces) have an…

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Best & Worst Names from CES 2020

This week was CES aka the Consumer Electronics Show, the gargantuan technology conference where 200,000 attendees descend on Vegas for three days of show and tell, schmoozing and parties. Companies have spent countless hours dreaming up some of the coolest,…

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