Sometimes a business name functions simply as a name, like Constant Contact, the email service that delivers newsletters. Look at their web site and you won’t easily find any images or wordplay that take off from the words “constant” or “contact.” On the other hand, Named At Last, my company, uses the idea of storks [...]

Imagine being asked to judge a martial arts competition while never having studied karate, tai chi, judo or the like. You might latch on to a favorite whose moves you admire only to learn from people in the know that this competitor’s form was actually embarrassingly and even dangerously bad. Or you might feel completely [...]