I have a new rule.

I just saw a banner ad, no more bland and invisible than most, but still bland and invisible. However for some reason I noticed it nonetheless. The ad was for The Starwood Preferred Guest Business Credit Card.

I have no doubt that The Starwood Preferred Guest Business Credit Card fills a mighty gaping Maslowian need in people's lives. However, this is my rule, take it for what it's worth: Try to keep the very name of your product or service to under six words or under fifty characters. Think iMac. Nano. Air Jordan. Not the Starwood Preferred Guest Business Credit Card.