What does every (good) marketer do to develop a new brand? They spend time (and lots of it) trying to come up with a brilliant and unforgettable brand name. But despite all that hard work, great brands often die. Meanwhile, some brands that eschewed the traditional naming process manage to last decades. Is that fair? Not really.
But it raises an important question: Why are some brands so successful even though they didn’t go through a rigorous naming process?