Article: How To Avoid A Business Naming Disaster
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How To Avoid A Business Naming Disaster
An entrepreneur of my acquaintance, in a rush to get his new company up and running, launched his new online publishing venture with a press release and great industry fanfare. Not three days later, he received the kind of letter business owners dread: a cease-and-desist request from the lawyer for a company that said the name of the new venture infringed on their trademark. Ouch!
My colleague held emergency brainstorming sessions with his cronies, registered a new domain, announced the name change, only to receive a barrage of criticism from British and Australian colleagues that for them, the new name had negative and even somewhat obscene connotations. He changed the company name and corresponding URL again. Quadruple ouch!
The moral of the story: Names mat...
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