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DTN News:

New Book Shares Business and Product Naming Trade Secrets

Naperville, IL-July 9, 2008-Now available through online book retailers is a new book titled Naming Best Practices: A Guide to Effective Business and Product Naming. The book is a comprehensive guide that details how to develop great business names, product names, taglines and domain names.

The book shares a proprietary name development process used for billion dollar brands and start-ups alike. Case studies provide real, behind-the-scenes naming projects with strategy and rationale. Background on top brand names, and the fastest growing brands is detailed, along with naming mistakes. A comprehensive summary of naming resources including books and websites is listed.

"Effective naming is becoming more important than ever due to the saturation of brand names, the high failure rate of new products, and the growing understanding that a breakthrough name can increase marketing efficiency and reduce future marketing investment," states author Neil Brown.

The 85-page paperback book ($29.90), downloadable version ($9.95) and free preview, is available at, reference 2574872 or ISBN 978-0-6152-2199-1.

About the Author
Neil M. Brown is founder of Drive Thru Names, a name development website, and Managing Partner of IDeas BIG (brand identity group), a brand development consultancy based in Naperville, IL, outside of Chicago. His experience includes over 500 naming and identity projects on both agency and client-side. Brown frequently lectures, writes and contributes articles to such magazines as Advertising Age, Marketing News, BtoB and Sales and Marketing Management. He holds an MBA from Northern Illinois University.

For more information about Naming Best Practices: A Guide to Effective Business and Product Naming, visit the above site, or, or contact the author at 630.710.4710.


     Drive Thru NamesTM is a full-service brand name development consultancy, specializing in strategic business and product naming. Based in Aurora, IL, Drive Thru Names is a division of RB Communications, Inc. For more information, including a press backgrounder, contact Drive Thru Names at 630.710.4710, or visit

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