A name is the cornerstone of a brand’s identity, and plays a critical role in your startup’s success or failure. The task of naming your business starts with understanding your core proposition, ...

According to Shakespeare, ‘A rose by any other name would smell as sweet’. When it comes to naming your business or startup in a digital world, not any name will perform as sweet. Pre-90s, it was ...

Brainstorm until you find a meaningful and memorable business name. Finding the right name for your startup can have a significant impact on your success. The wrong name can do worse than fail to ...

What's in a name? For businesses, everything. A third of family firms use their surname in their business name. Smart move or missed opportunity? It depends. A well-chosen name boosts recognition and ...

Think about your favorite brand. Now ask yourself, "Why do I like that specific brand?" I can almost guarantee one of the reasons is related to its name, look or how those features make you feel.

Terms apply to American Express benefits and offers. Visit americanexpress.com to learn more. If you're launching your own business, you have a ton of questions that need to be answered: How do you ...