I could never decide on the name of a business in 3.5 hours! I also think it's valuable to let my client go away and think about things, rather than requiring them to make a potentially rushed decision in one meeting - also means no more 3.5 hour meetings!! I do a quick interview session about what they want the brand name to communicate etc etc and then I go away and think of a load of suggestions, write them all down and present to client, with a bit of back story to each one. I then tell them to wait a couple of days before making a decision, this also gives them time to get feedback from friends, family and colleagues.
Cool stuff though, a block hole piece? Look forward to seeing that!
Thanks Scotty, another informative post