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.