Durability
“Durability” is used here as a creative cue connected with ability to withstand use over time. Ask the audience which image it actually brings to mind before deciding to keep the association. A familiar sound does not establish a dictionary meaning. Durability develops “Durability” through a single vocabulary element for a global-friendly sustainable business identity. The selected sense is: ability to withstand use over time. Connect this direction with care expressed through an object’s longer life, then test it in a real encounter. Place the name beside one verifiable lifecycle claim and the evidence supporting it.
