Large companies can afford to spend millions of dollars to build up a following. They is not the case for small companies. Most small businesses depend on word of mouth to improve sales. This makes the company name especially important. It helps to have a name that people will remember. For instance, a successful California health spa provides massages is called “Nice to be kneaded.” “You Gotta Have Art” is the name of successful graphics arts firm. And “The pickup Artist” is a company that doing a booming business in recycling.