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 ...

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, ...

Forbes contributors publish independent expert analyses and insights. I explore personal branding and storytelling in the digital age. Branding is the most important part of your marketing strategy, ...

They say a rose by any other name would smell as sweet—and by “they” I refer of course to William Shakespeare. However, with all due respect to the Bard, I heartily disagree. If a rose was called a ...

Making a good first impression with potential customers is critical for any business, and your brand name has a lot to do with that. Still, choosing a name can be an underappreciated aspect of ...

Use free online tools to avoid legal pitfalls when choosing a business name. Proper name due diligence includes trademark searches, state-level registrations and domain name checks. Even if your first ...

Editorial Note: Blueprint may earn a commission from affiliate partner links featured here on our site. This commission does not influence our editors' opinions or evaluations. Please view our full ...

What’s the first thing that comes to your mind when you hear the word “personal branding?” Does it make your mind brim with possibility—or make you roll your eyes? We’ve been conditioned to think of ...

Insights from the marketer who helped make Crocs and Stanley Cups cool. How does a brand or product that’s been around for decades suddenly become popular with a whole new segment of consumers?

I don’t know about you, but when I think of Aveeno, I think of Jennifer Aniston and her flawless skin. And this is on purpose: Aveeno pays good money to put her million-dollar face front and center.

A clear, memorable logo is one of the simplest ways to make your business stand out online, and it can shape how visitors ...