Without one you re lost. A great brandname can take a lackluster line of products and make it hot. First, don t think descriptor. I m skeptical of CDNow. When they bought Music Blvd.
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.