An acronym is a pronounceable word formed from the initial letters of a name (WAC, for Women’s Army Corps), or formed by combining the first parts of a series of words (RADAR, from Radio Detecting and Ranging).
Names not just “are,” they “do.” As a part of language, names identify a business or brand, but also subtly suggest certain types of action.
X-13D? What kind of name is that for something you pop into your mouth?
You’ve just found out the name you want for your brand is owned by somebody else. So, the temptation is to say, “Let’s move on.”
Go global, young man. That was the advice from Harvard’s Theodore Levitt when his seminal article, “The Globalization of Markets,” was published in 1983. Since then, globalization has become a dominant theme of international business strategy.
