Brand names are hard.

As are great slogans.

Guessing not many of you have heard the term “enallage” (I hadn’t). What does it mean? A slight deliberate grammatical mistake that makes a sentence stand out — and it makes a ton of sense when it comes to company slogans, something every founder and business owner should be thinking about.

Along with alliteration, diacope, and chiasmus, it’s one of the tricks to memorable slogans. Go read the whole article at New York Times.

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