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MAY 2007

The Dubious Practice of Double Branding†

A Name Twice as Long Is Not Necessarily Twice as Good

Advertising Age, May 16, 2007 — Branding is so popular in boardrooms today that some companies are overdoing it. "If one brand is good," goes the thinking, "then two must be better."

Category: Brand Strategy
Tags: Brand Architecture & Portfolio, Naming

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