ABSTRACT
A name is only as good as the story behind it. Founders can often be too close to their idea to have the perspective needed to identify the right name. Saxbys was originally founded as a coffee franchise business, but it is now a social impact company that trains college students to become successful entrepreneurs and make life better in the communities they serve. By the middle of 2016, Saxbys was no longer just about building franchises but about experiential marketing and human experience and about training new entrepreneurs. The original logo did not reflect that at all. The Saxbys Fellows Endowed Fund at Temple University offers a $60,000 fund to help students achieve and exceed academic goals. Brand is the sum of all experiences that entrepreneur's customers have with their company. It happens over time and on multiple channels and lives in the minds of their customers. A good logo sums up a customer’s entire experience with the brand.
