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Strategies for Creating A Catchy Business Name. A Lesson About Branding From Mr. Happy Crack

Question: I would love to start a small business selling the beaded jewelry I make. I’m thinking of calling it "Dress Me Up with Beaded Jewelry." How does that sound? What would a good business plan look like for someone starting out small?

— Lisa, Denver

Lisa: As fashion cycles go, beaded jewelry is hot. Bead stores are proliferating. Models draped in chunky beaded necklaces stare out from magazine pages. Someone is making money by artfully stringing beads.

So why not you? And why not "Dress Me Up with Beaded Jewelry?"

By PAULETTE THOMAS

Full Story: http://www.startupjournal.com/columnists/startupqa/20050228-qa.html?sjcontent=mail

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A Lesson About Branding From Mr. Happy Crack

By GWENDOLYN BOUNDS
Staff Reporter of The Wall Street Journal.

From The Wall Street Journal Online

Dean Becker lives in Florida where, as he puts it, "there are no basements." But when his two children, ages 20 and 23, head for the beach to surf, they are often sporting boxers and T-shirts brandishing the logo of a St. Louis-based firm whose business is repairing cracks in basement foundations. That’s right, foundations.

"All the kids are wearing the clothing," says Mr. Becker, of the Palm Beach office of Chicago-based merchant bank Ocean Tomo. "It’s wild. We’d probably never need their services, but we’re just glad they sell the apparel."

As for what’s so special about the logo, more on that in a moment.

Full Story: http://www.startupjournal.com/columnists/enterprise/20051024-bounds.html?sjcontent=mail

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