Everyone has an opinion when it comes to branding. Over the course of my career, first as a client-side marketing executive, then as a revenue-growth consultant to B2B companies, I’ve had the opportunity to participate in dozens of major branding projects (e.g. what to name a company or division) and many more minor branding projects (e.g. what to name a new or revised product). Often, the question comes up as to whether the company name/brand should be distinctive (unique) or…