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Name That Company

If you're trying to decide what to call your new e-business, take a hint from these creative folks.

A good name is worth a thousand marketing dollars. Itching to stand out, some dotcoms are opting for the odd over the obvious:

Company: Yummy Interactive
Web site:www.yummy.com
Sounds like: gourmet food retailer
Actually is: ASP

Company: Mushpot.com
Web site:www.mushpot.com
Sounds like: Iditarod fan site
Actually is: free Internet hard drive

Company: Crunchy Technologies
Web site:www.crunchy.com
Sounds like: peanut butter manufacturer
Actually is: e-business solutions provider

Company: Jamcracker
Web site:www.jamcracker.com
Sounds like: midnight snack site
Actually is: IT solutions provider

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This article was originally published in the February 2001 print edition of Entrepreneur with the headline: Name That Company.

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