solid real example - though not strictly quantifiable.. but in this piece Max Haot makes absolutely no bones that changing their name from Mogulus to LiveStrea

solid real example - though not strictly quantifiable.. but in this piece Max Haot makes absolutely no bones that changing their name from Mogulus to LiveStream had a massive effect on their success (he says it over and over again) http://techcrunch.com/2011/11/08/founder-stories-livestreams-haot-we-had-the-right-product-but-the-wrong-vision/ http://techcrunch.com/2011/11/08/founder-stories-livestreams... Certainly passes the smell test for me. Mogulus = huh? Livestream = Oh, I get what they do and remember enough to come back.