Nine billion company names
The West is creating start-ups at an unprecedented rate.
Established companies are merging to form mind-boggling combinations.
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Great names such as Google can provide the ultimate bonus of turning into a verb.
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The biggest culprit is the internet: companies put a premium on finding
convenient “domain names” that direct you to their websites, but many of
the good ones have already been grabbed by name speculators.
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Mark Lee of Watermark & Co, a (cleverly named) branding
consultancy, points out that four of the world’s ten biggest public
companies have the word “China” in their names, such as PetroChina.
Latin American companies are heavy on “X”s but light on inspiration, as
in Cemex and Pemex.
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The most irritating fashion is for creating names that look like typographic errors: dropping letters in arbitrary ways (Flickr) or adding ampersands for no apparent reason: poor old Booz & Company, a consultancy, has been taken over and forced to call itself Strategy&.
The most irritating fashion is for creating names that look like typographic errors: dropping letters in arbitrary ways (Flickr) or adding ampersands for no apparent reason: poor old Booz & Company, a consultancy, has been taken over and forced to call itself Strategy&.
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