Archive for April 2008

Introducing Trubiquity — A Truly Universal Company Brand Name

When the good folks at Autoweb came looking for a new corporate name that would reflect their dominance in the global data exchange market, they turned to Tungsten Branding. Their recent acquisition of European-based Secorex made them the only provider of truly global data exchange and business automation. The new combined entity serves over 5,000…

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Linens & Things — The Problem With Generic Company Brand Names

I wrote in an earlier post about the liquidation of CompUSA, and how descriptive/geographic names can be very limiting in the long run. While CompUSA seems to say “We sell computers in the United States,” names like Best Buy convey a key attribute/benefit… that you will always get the best buy on any current product,…

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