What's in a name? Would a Google by any other name smell as sweet? Our Head of Strategy, Uri Baruchin, talks to The Telegraph about what it takes to name a brand. He states that there are a number of decisions you need to make about which direction you want to take. Do you take on a quirky moniker that no one really understands but will remember, or do you include a creative descriptor that informs your consumers about what you stand for? But according to our CEO, Jim Prior, at the end of the day you just have to go with your gut feeling.