The philosopher Ludwig Wittgenstein once said that for a thing to exist it has to have a name. 

The name is the foundation of a brand and has to be strong enough to be able to support it. Yet besides being the foundation, the name is also the first contact with the consumer and often a decisive factor: the name has to make an impression – the right one on the right target group. The choice of a name is a controllable factor that requires a great deal of attention. Professional attention. Because naming matters.