Why even a genius got the naming wrong?_Joanne Z. Tan_Season 2, Episode 69

Even the most brilliant minds stumble on one of the most common mistakes in naming. For 15 years, Joanne Z. Tan has witnessed this pattern while helping leaders and companies with corporate identity, renaming, branding, and rebranding.   Create business names that are both  "user-friendly and owner-proprietary", said Joanne Z. Tan.

- To read it as a 3-min blog

- To watch it as a 6-minute video

Think about it:

• What’s Amazon got to do with the river? Nothing.

• What’s Apple got to do with the fruit? Nothing.

• What’s Axion got to do with house cleaning products? Nothing.

That’s exactly the point. A strong business name doesn’t have to describe the product or service—it needs to be short, crisp (2–3 syllables), easy to remember, and owner-proprietary. Names like Apple, Nvidia, or Google work because they’re simple and open for the brand to define.

Done right, naming gives you control of your own story without letting others reframe it. Done wrong, it can box you in for years, and make you lose control of its ownership.

How do you get it right? That’s a deep, tailored process. Joanne Z. Tan, with nearly two decades of experience in brand identity and corporate naming, unpacks these ideas further in her upcoming book Brand Building and Thought Leadership Coaching in the AI Age.

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Is it time to reinvent, rename, rebrand your organization? 

If you need an initial consultation, please use the contact form on 10PlusBrand.com

©Joanne Z. Tan  all rights reserved.

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