Great business ideas are often lost simply because of poor names. Inc. magazine recently ran a slide deck of the Worst Company Names of All Time, including Bookgoo, AirTran, Vonage, Incuby and Fairtilizer. **Get the 21 Critical Lessons for Entrepreneurs: FREE course that offeres key insights to starting and succeeding with your own business** Under increased competition, businesses can only survive by building a brand that customers can root for in a global marketplace. Your business name and logo are the foundation of that brand, so it pays to spend as much time as you need to get them right. Of course, it is always possible to change your name later on and still retain your customers, as when The Haloid Company became Xerox or when Datsun became Nissan, but the risks are rarely worth it.
