Lessons from the Name Game
What’s the lesson here: Naming your company after yourself is wrought with danger and especially so if your name has potential negative connotations (ex: Hazard Construction, Grief Investments, etc.). For a very meaty discussion of the real issues facing naming today, please see Chapter 3 of Red Fire Branding.
Few folks can turn a lemon of a name into lemonade better than Rick Butts. Whereas I might have cursed this name, Rick has created a star-studded career devoted to “the Big Butts of Life – Get off Your Excuses and Do Big Things.” What a great way to buttress his brand!