The document outlines the process for choosing a new company name, including analyzing values and positioning, generating name options, validating the names, testing them with media, and implementing the new name. The 5 key steps are: 1) analysis and strategy, 2) name generation, 3) validation, 4) media test, and 5) implementation. Emphasis is placed on involving decision-makers and communicating the context around the business to identify the perfect name.
30. MORGENBOOSTER #1 13-01-2011 SLIDE 30
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