Choosing a name is arguably the most important branding decision a company will make. Usually, the name is designed to be catchy and give an organization distinction.
Boston Biomedical Associates (BBA) had just five employees in a single Northborough suite when it launched in 1999.
As the biomedical consulting industry grew, BBA expanded its headcount to 52. Those employees worked out of five suites scattered throughout an office building, making it difficult to coordinate across departments, said Mack Rubley, the company's director of business development.