Know-How Exchange : Taglines/Names

I personally do not believe in descriptive business names.

After all, once you are in business, will you be turning away business if it does not match your company name?

Can you say for certain what kind of business you will be two years from now, five years from now, 10 years from now?

I believe that a better strategy is to have a more generic name. To illustrate this, you might try to do a Google search to find a list of the 100 largest advertising agencies. These are apparently people who understand marketing... how many of them have descriptive business names (straitjackets).

I am no longer in business due to a disability... but I was very seriously considering changing my business name to Krehbiel, Krehbiel, Fitzgerald. this name would give the impression that I was a professional organization, and that I had synergistic experts, rather than locking me into yesterday's idea of a good market.

Another issue with descriptive companies: if my company name is, "we sell yellow widgets", then whenever I introduce my company, people can simply say "we don't need any". When I was doing outbound marketing, I would introduce such a company as, "WSYW”. This way, a prospect would ask, "what do you do?" And I would have an opportunity to describe the current company rather than to explain why we no longer did what the company name said.