Is the name of your business a good fit today?
Will it still be a good fit tomorrow?
These are important questions, because you don’t want to get stuck in a situation like Overstock.com, which finds itself having to run ads explaining to people that they aren’t just a purveyor of overstocked items.
Although the commercials are clever and cute, it seems to me that Overstock might prefer to spend their ad budget promoting other aspects of their business.
