I love this short blog by Inkspiller all about how your brand name and your brand language can make or break your business - right from the outset. 

I couldn't agree more. 

Anyone who is familiar with my own early journey with Farillio and our own struggle to find the right brand name and my insistence on it being meaningful, will be unsurprised at my endorsement of Inkspiller's advice here. 

In my own recent blog, 'Super google-whacking and how to create a great brand name', I looked at the challenges of getting something both protectible and enduring. 

Inkspiller takes another great angle to brand names here - why it even matters to have a good one in the first place. 

It's a great read from an experienced author.