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Igor in the News

• OPEN Forum – How to Pick a Name for Your Business | May 11, 2012
• Denver Post – A Building by Any Other Name | December 25, 2011
• The Globe and Mail - Why Would a Company Change Its Name? | October 7,2011
• No Joe Schmo – The Brand Namer | June 9, 2011
• The Globe and Mail - The Name Game: Play it right | May 30, 2011
• Marketing News – What's in a Name? | March 30, 2011
• Wards Auto – Cerberus Instinct Letter-Perfect | February 18, 2011
• AmEx OPEN MIC podcast – Rebranding Your Small Business | January, 2011
• Businessweek – The Twitter Effect | October 21, 2010
• Wall Street Journal – Making drug names easy to swallow | June 30, 2010
• Hotel Interactive – 'Resort'- The Newest Four Letter Word? | February 24, 2010
• Sarajevo-x – "Sarajevo je najpoznatiji bosanski brend" | February 19, 2010
• AdvertisingAge – Flip's Quest in First Major Ad Push... | November 9, 2009
• Toronto Star – The challenge the NDP faces in making a new... | August 15, 2009
• Insurance Journal – Chartis: Other Firms Share AIG's New Name.. | July 28, 2009
• Entrepreneur – The Secret to a Good Business Name | May 29, 2009
• AdvertisingAge – Cisco Makes a Play for Mainstream Market | May 25, 2009
• SF Business Times – Biotechs...bring their A-game to their name | April 3, 2009
• The Charlotte Observer – Hand-spun, and in a hurry | June 20, 2008
• Business Week – A Practical Guide to Branding | June 9, 2008
• Jutarnji List – Za smišljeno ime on dobiva milijune dolara | April 28, 2008
• New York Times – On the Internet, It's All About 'My' | April 20, 2008
• The Star-Ledger – TD Bank puts its stamp on Commerce | March 20, 2008
• Sacramento Bee – What's in a name? | December 5, 2007
• National Public Radio – How TagTooga Got Its Name | December 3, 2007
• The Chronicle of Higher Ed. – Your (Lame) Slogan Here | November 23, 2007
• The Seattle Times – Local firms take risk in re-branding | November 18, 2007
• Ecommerce Times – Playing the Name Game... | Sept. 24, 2007
• Indianapolis Star – When naming a drug, it's an inexact science | Sept. 22, 2007
• Los Angeles Times – Ad slogan is a subtle shift for Wal-Mart | Sept. 14, 2007
• Wired – Are Stupid Startup Names Hurting Silicon Valley? | September 4, 2007
• Los Angeles Times – Dot-com names get dottier | August 29, 2007
• Business Week – Does Success Hinge on a Domain Name? | August 13, 2007
• Greater Fort Wayne Business Weekly – What's in a name? | July 27, 2007
• The Seattle Times – iPhone: How Apple created a frenzy | June 28, 2007
• Hartford Courant – Signature Statement | June 10, 2007
• Los Angeles Times – Tagline must fit product, buyers | June 6, 2007
• The Conference Board – Now What Shall We Call This Widget? | May / June 2007
• Inc. Magazine – If I Had a Hammer… | April 2007
• San Francisco Chronicle – This X-ray brought to you by... | January 10, 2007
• Baltimore Sun – The science of picking a company name | December 17, 2006
• Milwaukee Journal Sentinel – The namegame | December 2, 2006
• Wall Street Journal – Microsoft Hopes 'Z' Gives Zune Some Zing | Nov. 15, 2006
• Chicago Tribune – Peoples as 'Integrys' panned energetically | Oct. 17, 2006
• The Times of London – The new naming game | September 30, 2006
• USA Today – They got a name for the winners in the world | August 1, 2006
• Rocky Mountain News – Nintendo gaming console Wii makes... | April 28, 2006
• NPR | The Infinite Mind – What's in a name? | February 8, 2006
• Kansas City Star – Sprint unit picks name and logo | February 2, 2006
• K.C. Business Journal – Sprint spinoff selects a name, but... | January 20, 2006
• USA Today – The whachacallit | January 4, 2006
• The Standard – The power of Niagara | December 8, 2005
• The Daily Telegraph – Zounds! There's a signo in my Xingux | December 6, 2005
• SF Business Times – Octopus: How name firms got arms... | December 2, 2005
• San Francisco Chronicle – SBC starting all over with the ... | November 23, 2005
• PPB - Promotional Products Business – What's In A Name? | November 2005
• San Francisco Chronicle – Warm, fuzzy, corporate | September 21, 2005
• Tri City Herald – Valley residents want to lose the 'Lower' | September 18, 2005
• Rochester Democrat & Chronicle – Kodak reshapes its image | August 18, 2005
• Los Angeles Daily News – The Blasts from the past | August 13, 2005
• Business Week – The Serious Cachet of "Secret Brands" | August 11, 2005
• Boston Patriot Ledger – J. Jill gets help tailoring its image... | August 2, 2005
• Fast Company – Brand Aids | August 2005
• Lansing State Journal – In MSU country, businesses expect... | August 1, 2005
• Slate – Withdrawal Symptoms | July 29, 2005
• South Florida Sun-Sentinel – What about the obvious... | July 21, 2005
• Arrive magazine [Amtrak] – Whatchamacallit? | July/August 2005
• Registered Rep. – You're Calling It What!??? | July 1, 2005
• Rochester Democrat & Chronicle – No Shame in its Name | June 18, 2005
• Stanford Medicine Magazine – The Name Game | June 7, 2005
• Boston Patriot Ledger – Businesses Enter the Blogosphere | May 7, 2005
• KALX North Gate Magazine – The Business of Naming | May 5, 2005
• Detroit Free Press – Q is Nissan's cue to Sue | March 24, 2005
• Detroit News – What's in a name? For cars, everything | December 27, 2004
• Business 2.0 – The New Science of Naming | November 10, 2004
• Bakersfield Californian – Not in Name Only | October 4, 2004
• Baltimore Sun – Cooking Up Your Company Name | July 27, 2004
• Business Week – By-the-Book Marketing | July 9, 2004
• Seth Godin and Fast Company – 2004 Bull Market Directory | May 1, 2004
• The New York Sun – What's In a Name? Plenty, Lawmakers... | April 16, 2004
• Regional Airline World – Making the Brand the Business | March 2004
• Mercury Radio Research – What's In a Name? | February 13, 2004
• Fast Company – The Brand Called... Who? | January 20, 2004
• Business Week – The Game of the Name | January 6, 2004
• New York Times – The Science of Naming Drugs | December 27, 2003
• Business Week – Firing Up a Hotter Brand | November 6, 2003
• Bloomberg – Time Warner, Broadwing, Change Names... | October 16, 2003
• Business Week – A Label That Sticks | September 24, 2003
• PR Intelligence – McDonald's re-energizes brand | September 17, 2003
• The Eagle-Tribune – What's in a Name? | September 1, 2003
• Business Week – An Outfit That Rolls off the Tongue | July 10, 2003
• Arizona Republic – Light rail needs name with spark | April 21, 2003
• All About Branding – Naming Exposed | April 2, 2003
• ReadMe – What's in a Name? | March 4, 2003
• Wired – Apple: It's All About the Brand | December 4, 2002
• Elsevier Food International – What's in a Name? | November 2002
• BBC Radio 4 - Shop Talk – What's in a Name? | October 22, 2002
• Libération – Ces entreprises qui se refont un nom | July 22, 2002
• Time magazine – Quote of the Week | July 1, 2002
• Wall Street Journal – ...In Search of the Perfect Name | June 19, 2002
• Toronto Star – Hiding the C-word | February 17, 2002
• Fortune – Identity | December 10, 2001
• Forbes – Even pros struggle with corporate re-naming game | Nov. 28, 2001
• New York Times Magazine – How to Invent a Brand Name | April 8, 2001
• Business 2.0 – Branding, Waikiki-Style | September 2000
• Salon – The name game | November 30, 1999

Don't worry about perceived negatives being taken out of context. Igor insists names are always in context, in a website or an ad, they're never in the abstract. This context allows you to frame the brand positioning.