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Business gets off to rocky start with ‘wrong’ name choice (access required)

Sometimes when a startup business tries to get off the ground, it discovers it doesn’t quite have the right marketing in place to go far. Never underestimate, for instance, the value of a good name. When Brett Hughes and Steve Caporale launched their real estate company, BoiseCribs.com, in December of 2010, there was some confusion over ...

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