- By creating a new brand that does not use any known words or keywords, you prevent your target audience from having preconceived notions about the brand and the service. This in turn allows you to sculpt and influence their entire journey as a new experience across your brand.
- Choosing a name that does use common names or keywords does give your client a preconceived notion about your services based on their past experiences with those services that use those words. For better or for worse!
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