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Renaming Rule #15

The gestalt of your brand

No brand name needs to be “complete” … but it does need to engage, since other elements (logo, tagline, homepage headline, brand narrative, tone of voice) also contribute (as they must!). People are influenced by the gestalt, the totality of the brand personality and experience. It’s pure bonus if the name all by its lonesome conveys a solid differentiation.
see the next rule