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A rose by any other name would smell as sweet.

Writer's picture: PhilPhil

Updated: Nov 15, 2020


What's in a name?


Too many young companies agonize over what to name their brand. Leaders squabble over clever handles, needlessly debate portmanteaus, and anxiously peruse available domain names.


The name of your brand is a big deal. But it will never be perfect. If you find yourself stuck, pick the smartest available option and charge forward. Your time is better spent making the name stand for something vs. making your name stand out.


My consultancy is called Phil Flickinger Brand Storytelling Consulting. That name is a dozen syllables, 45 characters, and its acronym sounds like a stifled sneeze... but it works.

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