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Richard J. Lambert was named by Best Lawyers® as a 2021 Corporate Law “Lawyer of the Year.”

Best Lawyers® is the oldest and most respected peer-review publication in the legal profession. Only one lawyer in each practice area in a given community is honored as “Lawyer of the Year.”

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A few things to keep in mind when naming your new business

When you are dreaming about that new business you want to start, finding the perfect name for the company might be your first step toward actually making it happen. A recent article in Inc. by Dave Smith discusses some things to keep in mind when trying to find the right name for your new business. The article brings together what the author believes are “five characteristics of great company names.” Below are a few of those thoughts.

One characteristic of a great name is innovation or invention, depending on your company goals. A company like Google invented a new word to go along with a ground-breakingly innovative and inventive company. Not too many company names will end up verbs in the world’s lexicon, but a name that invents a word by combining words or is inventive in some way could suggest to a customer that your company is independent and forges its own path.

Smith says a good name “sticks” or still seems like a good name after mulling it over for at least a week. Even as you continue to brainstorm names, see which ones you still remember throughout the process — those are the ones, or the one, that sticks. Remember also that you can change the name over time if you think of a better one. Some names come to you immediately, but others become good names after being worked on and revised over time. Names that are short are easier for customers to remember and names that are functional help customers or potential customers know right away what service or product your company provides.


5 Characteristics of Great Company Names (Inc.)

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Best Lawyers | Best Law Firms | U.S.News & world report | 2021

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