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17 September 2026 Against the longlistPresenting forty names is a studio asking the client to do the studio’s job. Twelve is a decision.17 September 2026 What a constraint list containsLanguages, classes, markets, and the three names your board already loves. Written down before we start.17 September 2026 Renaming is a migration problemThe name is the easy part. Retiring the old one is where the money and the damage are.

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