Upwardly mobile 20 September 2019 The founders of coffee and brunch chain Caravan are on the move, taking their business model to new Chelsea restaurant Vardo
In this week's issue... Upwardly mobile The founders of coffee and brunch chain Caravan are on the move, taking their business model to new Chelsea restaurant Vardo
Read More
Search

Name game: what should you call your business?

24 November 2018 by
Name game: what should you call your business?

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.

Continue reading

You need to be a premium member to view this. Subscribe from just 99p per week.

Already subscribed?

The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!