Brand names pop when they depart from description. Some brand names get magical by association with their products. The product enchantment sticks to the name. After all, Disney started out as some poor artist s last name. It s similar with Rolling Stone, Haagan Dazs, Apple.
Brands are more important on the cyberstreet than on main street, and for good reason.
In the concrete world, you can launch a store in 50 cities and still there s tons of room for competitors because you can t be in all areas of all cities. They can copy each other and still prosper. Same with Starbucks and Caffe Seattle, or Kmart and Wal-Mart. Certainly not because it s a closer drive. On the Internet, a good brand translates into marketshare.