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A name is much more than a label. A name is a melody, a vibration. A name invokes an image. A feeling. An impression. A name can be a powerful influence. In fact, a name can mean the difference between success and failure. Henry Ford never realized that the name of the car that almost brought Ford Motor Company to the brink of bankruptcy, spelled disaster: Ford Edsel. The name Edsel might have been suitable for a cleaning product, it was a terrible name for a car. No matter how well designed and competitively priced this car may have been, with the name Edsel this product was doomed. Today, we are much more aware of this phenomena. It was not a fluke that a highly successful commercial, advertising a new kind of hamburger, compared anyone unwilling to try this product to a nerd named Herb.