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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?
Roy Williams answered September 26, 2007
URL: http://www.entrepreneur.com/answer/221151
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.

Roy William's is the founder and president of international ad agency Wizard of Ads. Roy is also the author of numerous books on improving your advertising efforts, including The Wizard of Ads and Secret Formulas of the Wizard of Ads.