Branding: Taking the Name Game Seriously

Your name is your brand. I learned that lesson repeatedly during my four decades on the news staffs of three different newspapers.  As a news reporter or editor, if you mess up somebody’s name, you may nullify a lot of hard work and severely damage the credibility of a story. After all, if you can’t get a name right, what else did you mess up? Putting a lot of thought into the names we choose. Just because [...]

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