“The name is the first point of contact between the message and the mind.”

“Hog Island in the Caribbean was going nowhere until they changed the name to Paradise Island.”

“Dr. Herbert Harari and Dr. John W. McDavid experimented with different names attributed to compositions supposedly written by fourth and fifth graders. The same compositions were given to different sets of elementary teachers to grade. These teachers had no reason to believe they weren’t grading ordinary school papers.”

“Would you believe the compositions bearing the names of David and Michael averaged a letter grade higher than the same compositions attributed to Elmer and Hubert?”

– The Power of the Name, Chapter 9 from
Positioning: The Battle for Your Mind,
by Al Ries and Jack Trout