When it comes to naming your business, do you tell a story, such as Fifteen, do you pick a moniker that efficiently describes what you do, such as PizzaExpress, or do you just go completely off the wall, such as Giggling Squid? Neil Gerrard looks at how to pick a brand
Hotel magnate Sol Kerzner's initial response to the idea of calling his new luxury hotel brand One&Only wasn't encouraging.
"When I first presented the idea to him, he said: ‘You have got to be f***ing joking'," recalls Piers Schmidt, then the strategic marketing director for Kerzner International's One&Only Resorts, who has since gone on to found consultancy Luxury Branding.
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