What is in a name? Certainly a rose is still as beautiful no matter what name it might have. Even if it would not have same ring to it.

An online name is very much same.

Or so it seemed when investors plunked down almost $8 MILLION to purchase Business.com domain. They logically thought name itself would provide them with instant 'Branding'.

But that recognition failed to materialize to degree expected and that domain is now only a memory, a footnote in dot.com history, not because it no longer exists, it is still active, but rather because it has yet to live up to promise investors had envisioned.

That same story holds true for many of best known e-commerce brand names, like Pets.com, eToys and Furniture.com.

The Internet has suddenly discovered that it takes more than just a catchy name to make for a successful web site.

The name is important.

But it is not only thing that matters.

Branding alone does not equal traffic.

The Internet is changing face of doing business here in North America and around world.

We are witness to emerging Global Marketplace which is being driven by a 'Customer Economy'.

What does that mean?

Simply, that time for customer to rule has arrived. No revolution has occurred, no blood has been spilt, and only ones that will get hurt are companies that do not put their customer first in their business models.

You will attract and keep customers if you:

1. View your business as a personal interaction between it and your customer.

The overall feeling your customer or visitor to your web site has will make or break you. It is important to think in terms of customer satisfaction, growth of number of your customers, retaining customers you have already, increasing amount each customer spends and finding out why your customers leave.

2. The customer is always right, even when they are wrong.

It is all about making your customer happy. The 21st century customer is now in control of their own destiny and they will dictate what they want from a business and how they get it.