What’s in a name?
The old adage is as true today as it ever was. A name is just a word, unless it is leveraged correctly. When you look across the business landscape, there are dozens of examples of business people who have leveraged their name to add value to their brand and their offerings.
For example, Donald Trump has taken his name and placed it atop dozens of buildings across the world. In fact, his name has become so valuable that he now licenses it out to other business people in order for them to add value to their brand. It is a terribly kept secret that the Donald doesn’t even own minority stakes in many of the buildings that bear his moniker. [Read more…]