You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract If You Don't Think Names Matter, Yours May Be Forgotten Marketers Obsess Over Everything Else but Overlook One Important Factor By Al Ries, Published on December 07, 2009 10 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.