Can the name of your company determine your level of success? Maybe. It depends on what you're selling.
If you're selling a service, your name should somehow convey the service you offer. If you're selling a product, your company name may not have as big an impact as the product name. Just remember it will still be tied to the product.
Look at this sign. Sure the name is probably pronounced "cray-poe," but when I first read it I thought "crappo" - a short "a".
A company name is most important during two points in time - 1) when a prospect first sees the name; and 2) when a customer tells someone else about it. Beyond that, it's all based on the relationship you establish. Chances are the name will either have meaning to someone and they might remember it or it won't and they will completely ignore it. In the case of this insurance company, it made me laugh and think about crappy insurance.
What impression will your company name leave?
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