David Placek of @LexiconBranding breaks down the four questions a business needs to ask before coming up with its brand name: 1. How do you define winning? 2. If that's how you want to win, what do you have to win? 3. What do you need to win? What don't you have? 4. What do you have to say? What would you like to say? "A name should be a tool. It should be a foundation for success."