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If an app has an ugly icon, I think two things:
* If they skimped on the icon -- the gateway to the app -- what else did they skimp on? Security? Privacy?
* Do I really want the homescreen of my $X00 smartphone marred with bad design?
In the past i was in the music industry, organizing events and concerts. During one summer I remember a lot of large scale beach parties were being promoted, all relevant radio's were buzzing with things like: 'the largest beach party of this summer', 'the best beach party' etc. So we decided not to follow the herd and went out advertising our event with the name 'The Worst Beach Party of this summer'
it turns out .. people loved it and it was hit!
The authors tentatively conclude, however, that the actual name (old or new) doesn't seem to really matter, and instead what's happening is that a major rebranding effort is seen by stockholders as credible evidence that the company is serious about overhauling the business in other, non-name-related ways as well.
The best metaphor for this might be aerodynamic drag. A bad name can slow you down. You'll prevail eventually if you're good enough, but slower than you would have done with a good name. Whereas a good name won't get you anywhere without a good product, just as a plane with a low drag coefficient won't go anywhere without powerful engines.
Perhaps it depends more on the type of company though. If your company name is your product, then the name probably matters a lot more. If your company makes several products (e.g. games), I think the names of your products matter far more than your company name does.
The best metaphor for this might be aerodynamic drag. A bad name can slow you down. You'll prevail eventually if you're good enough, but slower than you would have done with a good name. Whereas a good name won't get you anywhere without a good product, just as a plane with a low drag coefficient won't go anywhere without powerful engines.
Please stop using the lybian country code TLD. It sounds stupid.
Two of my favorite naming examples are Dropbox and GoPro, both manage to be memorable, succinct and convey a clear purpose without being cheap, literal or generic (e.g. "ShareAnywhere"). I'm sure these names helped the brands get to where they are.
The best metaphor for this might be aerodynamic drag. A bad name can slow you down. You'll prevail eventually if you're good enough, but slower than you would have done with a good name. Whereas a good name won't get you anywhere without a good product, just as a plane with a low drag coefficient won't go anywhere without powerful engines.
Look.. Last I checked, there's a product called SOYLENT that people are willingly consuming.