Ries and Trout propose that selecting the right name is important for positioning just about anything, not just products. For example, the Clean Air
Act has a name that is difficult to oppose, as do "fair trade" laws. Even a person's name impacts his or her success in life. One study showed that on
average, schoolteachers grade essays written by children with names like David and Michael a full letter grade higher than those written by children with names
like Hubert and Elmer.