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Naming and Branding

Sydney Autumn 2012 Semester

What is a brand? Is it you? Is it your vision? How do you determine what you stand for, and then how do you come up with a good company name? What are the characteristics of a good company name? What do you need to do to protect your name?

Name and brand your business.
2012-09-04, 06:30 PM


Rebekah Campbell
CEO, Posse

Rebekah is a serial entrepreneur who has played a lead role in the disruption of two industries. Her latest company ‘Hey You’ is Australia’s largest mobile ordering and payments platform for cafes and quick service restaurants. Hey You enables customers to discover and ...

Tim Fung
CEO, AirTasker

Tim is responsible for the strategy and marketing of Airtasker. Prior to this role, Tim was a founding team member and investor in mobile startup amaysim. He is a founder of several web businesses (including online custom designer Joe Button, and motorsport events busines...

Alec Lynch
Managing Director, DesignCrowd

Alec is the Founder and CEO of, a leading design crowdsourcing website. Prior to DesignCrowd, Alec was a Senior Consultant at Booz & Company, where he worked across a variety of industries including Internet, Telco, Government and Oil and Gas. Alec has wri...

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