What's in a Name?

On my way home from work today I flipped through our local suburban shopper. I like to see what’s new and what’s going on. Today an ad caught my attention and the reason it caught my attention is that the company changed their name. JLS Numismatics (formerly the Coin Shoppe of Stoughton), proclaimed the ad. Wow, I would have thought the Coin Shoppe would be easier to remember, to get a URL, to market. I guess that the owner, who is a a professional Numismatist knows his clientele or the clientele that he wants to attract. We just went through the same thing with our new training division, changing the name from Team Development Institute to Training Path. It took weeks to figure out what name would resonate with our clients, attract new clients and show the direction that we wanted to go in. I guess we all have our reasons for changing a business name or keeping one like Team Bonding the same.