Rob Meyerson: Brand Naming is Risk Mitigation Strategy | The Brand Builder (Long)

Rob Meyerson wrote the book on brand naming, literally, and he's here to remind us that picking the perfect name has a lot less to do with inspiration than it does with knowing exactly who might sue you for it. Rob teaches us that what looks like a small, obvious task (to pick a good name) is actually the tip of an enormous amount of unglamorous, disciplined work, and that work only gets learned by doing it and by people who were generous enough to teach you