Jack Trout and naming strategist Steve Rivkin discuss good and bad names for companies, products and services.Prior to forming his own firm, Mr. Rivkin spent 14 years with Trout & Ries Inc. Mr. Rivkin supervised campaigns and strategy projects for such clients as Harrah's Hotels, Ingersoll-Rand, Leica Cameras, Playtex, Stop & Shop Supermarkets, United Jersey Banks and Western Union.

Host: Jack Trout
Length: 20 minutes 52 seconds