Company & brand names matter. A great name won’t save a bad company or product. But, a great name will enhance the market success of a good company and product. Don’t skim over the ‘naming’ of a new company or brand thinking that it doesn’t matter. You would think that names shouldn’t matter that much – that it’s all in the quality of the product or service. But, alas, it does matter. Maybe not for every possible customer – for some it won’t, but for many it will – and you’ll never reach everyone who could benefit from what you have to offer with an awkward or poorly chosen name.