I recently read a great article on branding – specifically about “naming” a company or service – that talked about the seven tests that a name has to pass before it should be used.  I think it is applicable not only to a product or service but also to an incentive program – at least on some levels.

I have written about the importance of branding a program and giving it a life separate yet related to the company’s brand identity.  Those companies that take the time to thoughtfully create an identity for their recognition and rewards program make it easier to engage with their audience and make it more memorable from the start.

Read the full article.