When it comes to naming a company, new entrepreneurs are all business, but experienced ones go for the gut.
When coming up with a name for their first venture, entrepreneurs devise ones that emphasize what they do as a company, a practice called cognitive naming, from Yuval Engel, an assistant professor at the University of Amsterdam. More-experienced entrepreneurs tend to use names that resonate with people’s feelings, or emotive naming, Prof. Engel finds.
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