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Abigail Cook Stone didn't expect to name her candle and fragrances company Otherland. The founder had a different name in mind: Verve. It was a word her late mother used to describe the spirit of an added touch. While prior trademarks sent Stone in another direction, Verve lives on in Otherland's mission: "the art of living well and creating these little moments for yourself that spark joy, as small as they may be,” she said in a recent Inc. streaming event.
Her company's evocative name is just one of many things that differentiate the direct-to-consumer business from other brands in the saturated candle market. Read more for Stone’s tips on how to find your secret sauce to create a distinctive brand. |
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