Time and again I think that the name of the business matters a ton.
I am not saying that the name itself makes a business successful. However, the way that people respond to a brand name, and the way that brand is presented, can have a cascading effect in that business' success. And then, of course, it's up to that business to deliver on that promise.
- Amazon — an odd name for someone selling books
- Starbucks — "A coffee place can be named that?"
- Nike — "What!?"
People want to be a part of something seemingly cool and bigger then themselves.
A brand that triggers curiosity, intrigue, mismatch, hope — can increase expectations in their customers' eyes. Those expectations can then "fool" the company itself into thinking that they're wanted, thus causing them to enter a positive loop where they're constantly trying to live up to, and potentially exceed, their customers' perception of them.
On a personal level, the more positive things people expect of us, the more we are keen to meet their expectations.
Yes, there are many things that can make or break a business, but first impressions matter. And nothing fits the "first impression" parameter more than the brand name of that business.
