What's In A Name?

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Chris Goldschmidt was never keen on putting his hard-to-spell name on the door of an ad agency. That’s why in 1995 he selected a more conceptual moniker, Jackhammer, as a way of attracting attention to the small Birmingham, Ala., shop.





‘This is a branding strategy on our part,’ said Goldschmidt (shown here), who was not exactly thrilled last month when he learned that a spinoff of The Richards Group in Dallas, called R&D, had recently redubbed itself Jackhammer.





Goldschmidt, whose $2 million shop serves clients in Texas,...

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