It is putting on a clinic in brand equity that the dot-coms could have used a few years ago. Two days ago, my brother's employer changed its name. The company press release detailed why the name Molecular was chosen and the image the company wished to covey with the new name. You better believe it. The Maker port is always spouting off about brand power and how it relates to competitive advantages.
Companies have brands just like products do.
It sells sugar water for Pete's sake. Without a brand, Coke could easily be reduced to just another beverage company. It needs an image. Not so long ago, investors, venture capitalists, and 22 year-old Internet CEOs were more concerned with mindshare than cash flow. These companies mistook name recognition for brand equity.