In the old strategy, the key to success was in the total graphic image. The name of a corporation was not the key issue, but rather a part of an advertising jigsaw puzzle. All the emphasis was placed on the visuals: logos, specific colors and graphic designs, tag lines and other paraphernalia, to create a total visual-identity experience. Names were treated as a small hip-hop exercise, something to be dragged to success by a big and expensive blowout campaign. Hence branding needed huge budgets.
It's interesting that while we've become more visual in our thinking, a branding expert believes naming techniques have become less.
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