Exactly - Haagen dazs is one of the worlds leading ice cream companies and I had to look it up to get their name right. Google suggest tells me I'm not the only one who has no idea how to spell it.
And they're doing just fine.
And they're doing just fine.
Naming is definitely important. Perhaps just not to the level that the writer puts it.
Maybe there's a method in their naming madness after all.