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> Why every advertising agency needs to have a review panel of twelve-year-old boys

Don't miss that link in the above!

Not sure it's the brightest idea to pick a name based on what a 12-year-old thinks is cool, but ok

It’s the opposite - if a 12-year-old thinks it’s cool it probably needs a rethink.

It's that if a 12 year old boy can't stop laughing at the name, it's a bad one. Negative signal rather than a positive one. eg expertsexchange.com