That doctors surgery is not dissimilar to the situation we find in marketing. Some clients know what’s wrong and need a fix, some have no idea but know that they need you to fix it. Some require you to provide reassurance that ‘where they’re at’ is the right place and others know that to maintain the health of their business, you need to take a proactive approach.
To say that names don’t matter is an oversight and certainly not the best marketing advice… but if you think about some of the biggest brand names in the world – are they even that great? What makes them a household name? When developing a new name and brand, how important is the actual name?