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. 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.