Tanj Founder & Managing Director — Scott Milano — was featured an exciting (new) newsletter on branding and design. Scott spoke about brand names as the engine of hidden ROI for brand owners. Here's his contribution, and the full newsletter.
"Marketers pour millions into ads, campaigns and activations for just a few seconds of attention.
But the one thing that shows up everywhere? In every search, scroll and conversation?
It’s your brand name.
It’s the headline of your business. The first word people type, say and share. It’s the only asset that compounds in value every single time someone uses it.
A great name isn’t a cost. It’s an ROI engine and an IP moat. In a world where anyone can copy your features or chase your vibe, your name as a trademark is the one thing they can’t take.
Yes, naming is an upfront investment, usually in the five figures. But when that name is seen, said and searched millions of times, you’re paying virtually nothing per use for the life of your brand.
Invest once. Name right. Earn forever."