Leonhardt

The name is the first public act of branding, internally and externally, according to Julie Cottineau, naming director at Interbrand, a New York-based branding consultancy "By choosing a name, you're not just saying something to the outside world about who you want to be, but also to your own people," Cottineau says. With the explosion of new products and services over the past 10 years, all 6,000 "real" (not coined) words in the English language have already been trademarked, she says. This is where creativity and patience are needed—from a starting list of 100 names, various screens usually leave only two viable contenders.

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