4 A Rose by Any Other Name …
Marketing Myth #4: People buy our products in spite of our name.
I never felt that the naming issue was all that important, but I was obviously wrong, judging by how many people felt. I tell people to call it just plain Linux and nothing more.
—Linus Torvalds, creator of Linux operating system (originally named Freax)
A name is only as good as the story behind it. Founders can often be too close to their idea to have the perspective needed to identify the right name. And since most startups don’t invest in getting clear on their brand story before they launch, they often end up choosing a name that has nothing to do with the brand they’re building. As you saw in Chapter 2, even Nike ...
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