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May 21, 2004
What's in a name?
Deciding on a name for a new venture can be more difficult than one might think. Here is an article that discusses this challenge in today's world of branding.
Posted May 21, 2004 09:17 PM
Comments
I am currently interning at Deloitte. If I had color, the dot would be GREEN! This is how Deloitte & Touche, LLP has recently chosen to "brand" themselves. It's no longer Deloitte & Touche, LLP, rather just Deloitte with the green dot.
I'm still not sure I see the point in it though. I guess its shorter and a little easier to say. However, just as the article said, "A little less attention to branding -- and a little more to the beef underneath the brand -- makes all the difference." Why do they spend so much time making sure everything they possibly have only says Deloitte. and not Deloitte & Touche. It just seems to be there are more effecient ways for a company to spend its time and money.
Posted by: Raven Teeples at August 5, 2004 12:12 PM
at Belmont University in Nashville, Tennessee. He consults with a variety of businesses on start-up and growth related issues, and with larger corporations on re-establishing entrepreneurial cultures within their organizations. Dr. Cornwall's current research interests include entrepreneurial finance and entrepreneurial ethics. He has authored or co-authored four books.
