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Because, fundamentally, this great names business is not about the ego great names of the agency, but servicing the needs of the client, and we all know how much fun servicing is. The article continues: “We’re a challenger brand in our space and StrawberryFrog is a challenger brand in its space,” he [Charles N. Piermarini, president and CEO of HarrisDirect, another great names StrawberryFrog client] added. “In a cluttered space, we wanted to make sure we’re working with someone with the ability to help set us apart.” This is a key point we’ve been advocating for years, that if an agency is claiming to set your company apart from the competition, shouldn’t they be able to demonstrate that ability by first differentiating their own brand? Otherwise they risk ending up like so many others fighting it out in the lower left corner of this taxonomy of naming and branding agency names.
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