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chapter 2 bold brand building tools coming up with a great name for a new business new product or new service can be quite difficult today it may be even more challenging than in the past since there are so many existing businesses already out there and because any business regardless of their location can go online and almost instantaneously be considered a national or international company in addition having a corresponding domain name is generally valuable which may further reduce the number of available names there are a few naming concepts that are great resources for bold brands and strong trademarks alliteration rhymes portmanteaus puns double entendres telescoping words creative spelling and provocative phrases as you can see in the visual that accompanies this chapter ive detailed some of the key elements and examples for these tools alliteration is the repetition of a sound in multiple words such as belligerent beard mens grooming products seriously smooth hair care product