By John Malmo
Memphis, TN – The recent seven-hundred-billion dollar Federal plan to prop up the nation's financial sector is a great lesson on how important a name is. The government gave the plan no name at all, which is, of course, even worse than choosing a bad name. With no given name, the media selected "Bailout." No Congressman wants to be accused of voting to bail out a bunch of Wall Street fatcats, so the "Bailout" didn't pass. Whether you sell a product or an idea, give it a good name.
John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to johnmalmo.com.
