“An imaginative, memorable business name often proves valuable in all sorts of ways. The day a company called Bundy Very Used Cars changed its name to Rent-a-Wreck, CBS arrived to feature it. The tag line, a saying which accompanies the business name on cards, stationery, ads and even invoices, can have equal impact… Creative think tanks and branding consultants charge thousands of dollars to invent identities for businesses. Those on a budget can concoct candidates for stardom by following these 19 steps.”

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