法国诺门公司德国分公司负责人苏珊·拉图尔提出,一个好品名可能无助于劣质产品的销售,但是一个坏品名则会使好产品滞销。取名的艺术,亦是取得成功的艺术。这就是拉图尔定律。大文豪莎士比亚曾经说过,玫瑰不管取什么名字都是香的。实际上并不尽然。位于加勒比海上的豪格岛在改为天堂之岛以前一直默默无闻。再以西里尔和约翰这两个名字为例,根据心理学家戴维·谢泼德的说法,人们即使不认识叫这两个名字的人,仍然会觉得西里尔是个鬼鬼祟祟的家伙,而约翰则是个可以信赖的人。同样是轮胎制造公司的古德里奇公司在几年前的一则广告里表明:本杰明·富兰克林·古德里奇倒 Susan Latour, head of France’s Nordic division in Germany, suggested that a good name may not help sell inferior products, but a bad name will make a good product unsalable. The art of naming is also the art of success. This is Latour’s law. The great writer Shakespeare once said that roses are fragrant no matter what their name is. In fact, not always. Haug Island in the Caribbean has been obscure until it was converted to Paradise Island. Let’s take Cyril and John as examples. According to the psychologist David Shepherd, people would still think Cyril was a sneaky guy even if he did not know the names of the two names. John is a trustworthy person. Goodrich, also a tire manufacturing company, stated in a few years ago that Benjamin Franklin Goodrich fell