Branding expert Mark Ritson in Marketing magazine this week, in his article on the “Ten Branding Lessons” to be learned from ToTP’s demise.

 Brand naming is always more important later, rather than sooner. Yes, Top Of The Pops was a swinging name in 1964, but if only it had consulted a brand-consulting company before rushing into things. Clearly, a name such as Musica or Poporato would have better served the brand over the long haul.

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