Creating a memorable brand name takes time, patience, imagination, acumen, and a feel for language. It may also require a look in the mirror.
It turns out there’s a connection between personal names and brand names.
And there’s a name for this connection: implicit egotism. And it’s pervasive in ways both subtle and obvious.
Implicit egotism doesn’t mean you’re vain — not precisely, anyway. Rather, it means that you just naturally prefer people, places, and things that resemble yourself. The concept was first named and…