It seems that the more varied a large businesses' activities are, the more varied the messages it sends out. As a result, multiple claims and promotions can work against a cohesive message, making it confusing for consumers to develop an impression of a company. Their own confusion tends to be transferred to that big company. In contrast a small business can speak in one voice, giving one message, one direction, one theme. As a result, the communications tend to appear more consistent.
People find comfort in that.
You spend a lot of time in the book discussing business names. The very first impression of your company will be derived from its name. The name is the quintessential element in your company's identity and image. Historically, when a major company has changed its name, it's always to make it shorter, not longer. A short name may have less communication content, but it has more communication impact since it will be easier to say and easier to remember.