What started as a joke – ended a brand success. So you log on, type in your company’s name, select some values from a list that you feel represent you, and wala, the site returns a suitably trite brand name. Examples include Aliquis, Vulgo and Accumulo. It all started from a prank that was intended to mock the trend for re-branding companies with “nonsense” names. The website www.whatbrandareyou.com was created by an advertising company that came up with all the names in one afternoon. After several spoof names were registered for real, they realized that their joke had materialized into something much more than what was intended. Would you accept a company name that was randomly selected from a pool of names? Why not?

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