A Shorter Firm Name Might Be Better in the Long Run


The Theory

Think back to your early school years – you learned to string several words together to form a sentence; you recited simple nursery rhymes; you worked to memorize your seven-digit telephone number. As children, we began with simple subjects because of the basic principles of psychology – the shorter the string of words, the easier they are to remember. These principles underlie decades old advertising principles that are still standards today.

What’s in a name like Coca-Cola, Microsoft, Disney, McDonald’s, Marlboro, BMW or Gap? Each name contains just one to four syllables. Each is a global brand. And each has value of greater than $1 billion. Now, say the name of your law firm aloud! Does your corporate identity fit the bill?

Effective naming is likely the single most important tactic to achieve effective corporate branding.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Gina Rubel, Furia Rubel Communications, Inc. | Attorney Advertising

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