The Pros Who Play the Name Game

Business is brisk for corporate-identity consultants

Most entrepreneurs dream of making a name for themselves, but others aspire only to make names -- for someone else. That is the mission of a coterie of corporate-identity consultants who create names for new companies and products. Anspach Grossman Portugal, a New York City consulting firm, oversaw Libbey-Owens-Ford's metamorphosis into Trinova, and suggested Consolidated Foods adopt the tastier name of Sara Lee Corp. Siegel & Gale, another New York company, persuaded United States Steel to transform itself into USX. San Francisco-based NameLab christened Nissan's Sentra car and Honda's luxury Acura model.

Business is brisk for these consultants as a result...

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