Names and abbreviations: Why Chiquita works, but LULUCF doesn't

Anyone who wants to find their way around the EU has to learn complicated names and abbreviations. This does certainly not help people in Europe to better understand what the politicians in Brussels are up to. Name inventor Manfred Gotta knows how things could be better.

08. August 2023
Manfred Gotte entwickelt seit rund 40 Jahren Namen für Produkte und Unternehmen. Oft wird er als Pionier des modernen Branding bezeichnet und sogar „Namenspapst“ oder „King of Names“ genannt.

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Last updated: 24. July 2025