MBA1250 Q&A Wednesday: How important is the name of my business?

A business by any other name — is the profit just as sweet? It’s Q&A Wednesday! We’ve got a listener who’s ready to start a business, but is wondering how much time and effort to put into the business’s name. What kind of impact does it really have? Does it really matter what you call a business if the product, marketing, and execution are solid? Can a bad name hurt a great company?