Why not brand for an entire century?

In a commentary primarily about Network Solutions’ new 100-year domain name registrations, naming expert Naseem Javad offers up this advice for naming your company. I like it.

A five-star standard of business naming: To qualify, a name must pass each of the five following criteria to get a star. If it fails at any point, then your name is in serious naming trouble. Anything less than five stars is really a liability wasting valuable branding.

Is your name

1) Very distinct and very unique?
2) Short, simple with attractive alpha-structure?
3) Highly related to the business?
4) Globally trademarked and protected?
5) With an identical URL?

Why not brand for an entire century?

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