What's in a name - creating a corporate or product identity - Marketing

Nation's Business, Sept, 1994 by Robert Maynard

The name of a firm can also communicate a company's personality. Eight years ago, when Peter Jacobs began a new advertising and design firm in Burlington, Vt., he called it Shark Communications, as a deliberate contrast with established ad firms, most of which were named after founders. Jacobs says the name has helped attract clients who are looking for less-conventional strategies, which his company offers.

"Capturing the right name is like a transfer of essence--the essence of the product," says Mattimore. "If it's a great name, you can fill it with meaning."

Just ask any sled dog.