Short v/s Long

My friend who decribes himself as the nobody in everybody has an interesting post about the longest brand names in the world. Now most of the so-called naming experts will tell you that if you are thinking of a name for your product, you are better off with a name that's short and sweet. But if you look at his list of rather long brand names, they're all pretty well known brands. Conclusion: The next time I come up with a long brand name for your product, think about it. And then dismiss it. Maybe.