1. Build a stand-out brand.
2. Make it easy to remember.
3. Make it easy to pronounce.
4. Make it distinctive.
5. Give it a good look.
6. Create and deliver value.
7. Be consistent.
8. Keep it short and simple.
9. Make it extendable.
10. Make it translatable.
11. Emotionally connect.
12. Build brand equity.
13. Make it legal.
14. Web rocks.
15. Create a buzz.
