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The Power Of A Product Name [Headlines]

When a name can make or break a brand.

Nestor Bailly, PSFK
  • 1 november 2011

Bad news: a skyscraping apartment block is being built near my home. Worse news: judging by the computer rendering on the developers’ hoarding, it will be indistinguishable from thousands of instantly forgettable new buildings all over the world. Even worse news: its name is Avant-garde Tower.

The New York Times