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Sitting atop of the client/creative annals of frustration and pain is the naming process. Product names. Service names. Company names. It is one of the hardest things in the world to do right and so difficult to pull off that it is nearly, but not entirely, impossible. This podcast will help you work better with your creative teams on naming. And it will improve your odds of success. Or, at the very least, it will shine a light on where the world’s worst names went off the rails. I’m looking at you, ECRM. Duraflex. And General Foods.