branding and marketing your company name, make sure you know the
history associated with the name, otherwise you could run into trouble.
A while ago I saw an advert for a parachuting outfit called Icarus. I
thought it was rather an unfortunate name for a company. As you know,
Icarus, the son of Daedalus (if you care — he built the Labyrinth of
the Minotaur at Knossos and seriously upset King Minos), flew too near
the sun with wax-attached wings, fell into the sea and drowned.
Not a great safety record and not a name I'd highlight for a parachute
company. I suppose the lesson is to know your Greek before choosing a
There's a number of companies that use Icarus as their name. Be careful not to choose names that failure can be associated to.
About Jacques de Villiers
The Business Generator, Jacques de Villiers
is a professional speaker, consultant and trainer specialising in
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