What an insult. Brighton has been named "shop name horror capital of Britain" (The Argus, April 4) in a book about terrible shop names.
The tips on choosing a name for a shop or business missed one vital area - making the customer laugh.
Silly names are the most memorable, as they lodge in a consumer's mind. Choccywoccydoodah demonstrates this perfectly, as do others such as Splash Decorators.
My own company name often gets a smile and its memorability has done me proud for more than 20 years and kept my advertising costs to a minimum too.
By throwing this brickbat at Brighton, the author, Guy Swillingham, proves he lacks the imagination many of our local business owners obviously have.
-Peter McMullen, Hove
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