"Finding a brand name is for us perhaps the most stressful part of the creation process. A good name is the key. One can compare assigning a name to a brand is almost like naming a child, it is forever...! For IMA (International Management Assistants) we also focused on meeting basic requirements for a good name: short, simple, meaningful, easy pronaunciation and easy to understand in any language"
Read more here about what Nacho Rufín, associate of espluga+associates says about rembranding.
The original article was published on Proactive, issue 52