Nice interview of Trussle CEO Ishaan Malhi: ‘We wanted to pick a name that meant nothing’ What should you call your company? It’s a vital decision — and, as with a child, choosing poorly can prove a huge disadvantage.Ishaan Malhi, a former mortgage analyst at Bank of America Merrill Lynch, set up the online mortgage broker Trussle in 2015 after being frustrated when trying to buy his home. It took him more than a week, and “a lot of rubbish names”, before he settled on Trussle. Malhi said he took inspiration from property site Zoopla: “We wanted to pick a name that meant nothing and that we could inject a brand into.”
To differentiate himself from traditional “old-boy” mortgage brokers with names such as John Charcol or Alexander Hall, Malhi, 28, set his own criteria. He decided his company name… Want to read more? Register with a few details to continue reading this article.
https://www.thetimes.co.uk/article/teach-yourself-to-pick-a-brand-name-3ftk5w3sn
