I was recently asked those two questions by a reporter for Forbes. The answers are so key that it’s worth restating them here. Let’s start with the question regarding the importance of a corporate name (or any brand name for that matter.) A corporate name or a product name is important because it represents an opportunity to introduce an idea about the company — what it stands for and, if possible, how it will act in the marketplace. Apple, Google, and Starbucks are all interesting corporate names. They each, in their own way, helped their company to communicate that they were going to be different than the other guys — a different computer, a different search experience, a different coffee house.