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It’s All in a Name: Playing the Moniker Game
In the article titled “Remember My Name” [Creative, Jan. 10], I think we can all agree that agencies should proceed with caution when choosing a nontraditional name, else we end up trying to make it in the world stuck with Moon Unit, minus a famous father named Frank.
But there are also great benefits to a different name. One reason, although touched on in your article, deserves a little more attention: new business.
When choosing a name for our agency, my partners and I bandied back and forth many of the same issues mentioned in the article.


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