Mike Carr discusses the challenges of naming businesses in the digital age, emphasizing the importance of creating memorable names over generic, forgettable ones. He illustrates this with examples like Google and Amazon, contrasting them with less engaging names like Infoseek and Book Stop. Carr also highlights the significance of trust in naming, citing examples of successful strategies from companies such as Desert Glory and the Vitamin Shop, concluding that unique and memorable names are essential for success in today's noisy digital landscape. 

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