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okay so jorge guzman and scott stern theyamp;#39;re professors at mit some would argue thatamp;#39;s the best university in the world um iamp;#39;m not gonna argue that point but they looked at the success rates of businesses from 2001 to 2011 and what they discovered you know what leads to a businessamp;#39;s success how do you tease out whatamp;#39;s not causal versus relational so what they discovered is that eponymous names firms named after their founders were 70 less likely to succeed short business names one to three words in length were 50 percent more likely to become prosperous so then you can put a bomb through that statement i just made but you are going to remember spoon me as an ice cream company much more than youamp;#39;re going to remember phillips ice cream parlor so i want companies not just to have a memorable name i want them to have an unforgettable name and thereamp;#39;s a big difference so yes youamp;#39;re gonna have a personal brand if you are an agen