Richard Chan

For startups seeking capital, the name is no game

By GREGORY ZELLER // What’s in a name? Maybe everything, if you’re a startup in need of early-stage capital. A new study by researchers from Stony Brook University, Drexel University and Villanova University explores the effects of “name fluency” on investors – that is, the familiarity, uniqueness and phonetic influence of a company name, and how venture capitalists tend to react. By exploring “the two ways you can evaluate a name, two kinds of fluency,”…