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What’s In A Name? Everything Important

What’s In A Name? Everything Important

What’s in a name? That which we call a rose by any other name would smell as sweet.

Shakespeare was an amazing writer. But when it comes to marketing, perhaps the Bard isn’t who we need to be turning to for insight and guidance. Names, particularly in today’s brand-conscious world, are exceptionally important. In a crowded marketplace, where purchasing decisions are made in the blink of an eye, having the right name can draw customers to you. The right name, in fact, can make potential customers feel like your company was tailor-made to meet their needs. That’s a powerful phenomenon.

This power, however, comes with a cost. When you’ve named your business “Barney’s Best Peanut Brittle” the public will expect that A) you sell peanut brittle and B) it’s pretty awesome. If they come to your shop, only to discover you’re actually selling chinchillas, and they don’t taste good at all and in fact get all squeaky and indignant when you try to eat them, they’re going to be understandably miffed.

My example is silly, but the lesson is deadly serious. Think about the descriptive words that are very common in today’s business names – words like Easy, Green, or Mobile. These words have meaning. They promise something, and it’s on you, as the business owner, to make sure the promise is kept! If your name promises it’s easy to use your service, don’t make people spend 2 hours filling out complicated forms! If your name promises your business is green, make sure you’re visibly involved in initiatives to improve the environment. If your name promises you’re mobile, you’d better be sure your website and digital marketing work well when viewed on a smartphone or tablet computer.

It’s a good practice for every business owner to periodically consider their business name and make sure that the promises being implied by that name are actually being kept by the company. If they’re not, it’s time to adjust, and bring your offerings into alignment with your messaging. That’s the best way to ensure you’re attracting the right customers and that you’re keeping them satisfied!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office