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What's in a name?

What's in a name?

I am currently working on three naming projects – one for a new academic institution, another for a fast-growing British software business, and a third for a new leading edge product for a Chinese manufacturer. Three very different types of types of names needed, and three very different cultures, but in each case three very similar points of discussion. Is the name important? What will our existing clients and staff think? How will people interpret it?