SmallBusinessNewz

When the European Commission approved $152 in state aid for Quaero, some people said that the French search project had no chance against Google.  A few others argued that it was France's business if it wanted to fight a near-monopoly.  And just about everyone misspelled Quaero, which highlights the significance of choosing a business's name.

Dane Carlson writes, "I feel so strongly about the complete unimportance of names that even today, seven years after starting this blog (my business), it is stilled called, unimaginatively Dane Carlson's Business Opportunities Weblog."

But think about it: suppose someone types "quarro," "quiro," and a few other things without any luck.  Unless he's really, really interested in Quaero, he'll wind up going to Google or some other alternative.  Or suppose a person is hiring an accountant; even if Bubba went to Yale, his name on a sign is still going to drive potential clients away.

Carlson seems to have allowed for some of these problems by mentioning a business that successfully changed its name.  He also, without guaranteeing to alter anything, even asked for new blog names.

The expense and effort of renaming a business shouldn't be taken lightly.  Still, a bad name can seriously hurt a company's chances of success, so it can't be regarded as permanent.