Santiago’s New Mexican Grill – Albuquerque, New Mexico
In Act II, Scene II of Romeo and Juliet, the immortal soliloquy “what’s in a name” is uttered for the first time. In business, the power of a name in branding a company is everything. A name can either attract or repel customers. Ralph Liftshitz, for example, didn’t think his birth name had enough panache to succeed in business so he changed his name to Ralph Lauren. Today, the Ralph Lauren brand is synonymous with providing quality products and creating vibrant lifestyles. The power of a name in branding a restaurant can make all the difference in the world, especially in ascribing the quality of authenticity. A Middle Eastern restaurant named “Bob’s Kebabs” would certainly not fare as well as…