November 2018. Apple founder Steve Jobs’ biography tells us that he came up with the name Apple while on one of his fruit diets. He clearly wasn’t entirely sure himself it was the best option, since he told his employees: ‘If nobody can think of a better name than Apple, we’ll have to go with it.’

New book

Maak je naam onvergetelijk [Make your company’s name unforgettable], the new (Dutch!) book by brand expert Floris Hülsmann, tells you everything you need to know about how to devise effective and memorable company names and trademarks. It retails at €16.50 (excl. postage) and can be ordered from