Is a name the most important thing?
Sometimes a name is important, but service should be the main priority, writes Niall Corcoran.
A senior executive recently told me that the brand name his company chose didn't really matter as, over time, the brand would be defined by the service it delivered.
It got me thinking whether he had a point and, in some respects, he is right. A brand like Siemens, which has a strong global presence, hasn't been limited by its name.
So, does considering your brand name really matter? The collapse of our economy has...
Subscribe from just €1 for the first month!
With any subscription you will have access to
Unlimited multi-device access to our iPad, iPhone and Android Apps
Unlimited access to our eReader library
Exclusive daily insight and opinion seven days a week
Create alerts to never miss a subject that matters to you
Get access to exclusive offers for subscribers on gifts and experiences
Get content from Business Post, Business Post Magazines, Connected, Tatler and Food & Wine