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What's in a name?

If you are in business for government contracting, is it necessary to include those words in your business name?
Kim T. Gordon answered September 26, 2007
URL: http://www.entrepreneur.com/answer/221150
Contrary to popular assumption, business names rarely exist outside of contextual support. Can you name an instance where your name alone has to explain what you do, how you do it, and why you're better at it than your competitors? Wal-Mart isn't a specialty store that sells wall coverings. How does a sign that says The Gap tell us they sell shirts and pants? And I strongly suspect that Virgin Airlines has employees and passengers that aren't virgins. Bottom line: Names are highly overated. In the grand list of things that contribute to the success of a business, names are down near the bottom. Put your energy into something that will create a reputation so that your name will actually stand for something in the mind of your prospective customer.
Kim Gordon is the owner of National Marketing Federation and is a multifaceted marketing expert, speaker, author and media spokesperson. Her latest book is Maximum Marketing, Minimum Dollars.