Liz Goodgold is a marketing and branding expert, speaker, and author with over 25 years of experience working for Quaker Oats, Times Mirror, and Arco Oil. She is currently Chief Nuancer and CEO of The Nuancing® Group, an identity-consulting firm that helps companies understand the nuances of naming and branding.  Her clients include Proflowers.com, Fair Isaac (of the FICO score fame), Univision (largest Hispanic Media conglomerate in the world), and Sharp HealthCare (2008 winner of the prestigious Baldridge Award.) She also works with a  myriad of corporate clients and entrepreneurs for whom she has developed compelling product names, taglines, brand identities, and Internet domains that have generated flawless recall and increased market share.