CREATE YOUR NEW NAME

Creating your new name is both the most difficult and most exciting step of changing your flat name. To begin, locate your various naming devices, including your Onboard Naming Navigator, your Rear & Side-View Mirrors, your Creative Fuel-Injection System, your Anti-Lock Naming System, and your Theft Prevention System.

• Step 1: Locating Relevance
• Step 2: Avoiding Competition
• Step 3: Developing Names
• Step 4: Avoiding Pigeonholing
• Step 5: Distilling Names
• Step 6: Screening Names
• Step 7: Installing Names

Once you have located your competitors and understand their names you can begin to identify places to steer your name that competitors don’t occupy. While open lanes are often opportunities for immediate distinction, the clearest and most enduring path to customers’ hearts and minds is the trail you blaze yourself.