Can a name make you or break you in the Audio World

I remember being at a show a couple of years ago and seeing a company named Schiit in one of the hotel rooms. I thought it was a terrible name and didn't even walk in. I know who they are now and they seem to be doing quite well even in spite of the name. I guess you can have a lousy name if you make good products at fair prices. I just always thought that first Impressions meant everything when starting a new company. I wonder If they had started with a better name would they be more successful today than they already are.