What’s in a Name?

Podcast talks about what convenience stores should consider when branding their stores.

August 01, 2016

ALEXANDRIA, Va. – There is probably not one element of starting a business that is more discussed—and debated—than the company name. For convenience retailers, that challenge is even more pronounced because they operate in an industry with more than 90,000 companies. And since everyone knows that convenience stores are quick (or kwik, qik, or quik) and easy, how can someone find a name that sets the store apart?

The latest NACS Convenience Matters podcast discusses naming strategies with communications professional and author Michael Klein, who’s also written about the topic for NACS Magazine. The episode, “What’s in a Name?,” can be downloaded on iTunes by searching for Convenience Matters. It also is available at nacsonline.com/podcasts.

“There is an entire industry of naming experts who suggest both a process to define a business and a few names that they said were perfect for the industry. And, you’ll hear about the pitfalls of a bad name, such as the dreadful name initially proposed for Google that likely would have hampered its growth and success,” said program co-host Jeff Lenard.

A new NACS Convenience Matters podcast is released every week.

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