It's not enough to find a new name for a product and service.

It's not enough to find a new name for a product and service: You also have to do all the search groundwork to ensure that you really can own the name free-and-clear from any legal challenges or market confusion. A new book entitled, "Brighter Names--Naming for the Average Propeller Head," by Athol Foden, is designed for managers who don't have the budget to use an outside naming agency. www.FodenPress.com.