Subscribe to Entrepreneur for $5
Subscribe

What's in a Name?

Is a risqu� business name right for your business?

By
This story appears in the January 2007 issue of Entrepreneur. Subscribe »

When James Carey Smith's customers see his company's 8 to 24-foot ceiling fans, they usually say the same thing: "Gee, that's one big-ass fan." But the company's name, HVLS, didn't bring his product to mind. So Smith took a cue from his customers and renamed the company Big Ass Fans.

"Our customers, who really named the company, generally have a terrific sense of humor and have given us very positive feedback," says Smith, 54. "Potential customers remember our name and ultimately buy our products--to the tune of double-digit sales growth per year."

Continue reading this article - and everything on Entrepreneur!

Become a member to get unlimited access and support the voices you want to hear more from. Get full access to Entrepreneur for just $5.

Entrepreneur Editors' Picks