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The Name Game

From your home to every household in America, how to make your company name ring clear

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This story appears in the February 2000 issue of HomeOfficeMag.com.

What's in a name? Plenty, when it comes to marketing your business, according to Kathleen Allen, a professor at USC's Greif Center of Entrepreneurship.

Just look at Starbucks, the coffeehouse chain that pulls in business with its name alone. Starbucks just happens to be named after a character in Moby Dick, though not every entrepreneur should head for the classics when looking for a company name.

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