Company, Brand and Name

George Eastman, founder of Kodak :
Gave some classic advice about Company, Brand and Name. "A trademark should be short, vigorous, incapable of being misspelled," said Eastman. "It must mean nothing. If the name has no dictionary definition, it must be associated only with your product." Although good advice, this works only if you are able to put some resources behind establishing and supporting a name over time. Most consultants don't consider a rebranding effort worth the cost.