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Rules are meant to be broken.  While we hope this isn’t usually the case, it sometimes does apply when naming a new company or product.

For example, a startup hired us to name their new health care company.  While your initial reaction might be B O R I N G, there was a twist. They needed a new company name that immediately positioned them in the healthcare space BUT also differentiated them from everyone else.  The ultimate name they chose was … Health Yes!  A name that combined two grossly overused words together.  But the resulting word combination worked, speaking to empowerment and to taking charge of your health.

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