In the long run, whatever unique selling proposition (USP) that you have right now can and will be copied by competitors. And this day and age of hyper-competition, the long run could be as short as 6 months into the future! When your competitors have copied your USP, what is going to differentiate your brand? The name. That’s right.

In the long run, a brand is nothing more than a name. For example, in the photocopier business, Xerox was the original plain paper copier in 1959. Powerful USP. Today, all copiers are plain paper. The Xerox USP is gone. For good. So, what separates Xerox from its competitors today? The name. So, make sure you have a great name.

If you have a bad name, your business may not even take off. A bad name is like swimming in the ocean with your hands tied. Imagine if you have a name like Ralph Lifshitz. Would you have been successful as a fashion brand? Not in this lifetime. That’s why Ralph Lifshitz changed his name to Ralph Lauren. The rest is history.

The Phero model uses 10 proven parameters of naming to systematically help clients create powerful brand names. The model can be applied to create corporate brand names as well as product or service brand names.