No one would think for a moment that Don Mayer is indifferent toward his Pomeranians. Two of them, Imelda and Fan Tail Shrimp, frolic about the headquarters of his company, Small Dog Electronics (#217 on the 2000 Inc. 500 list), in Waitsfield, Vt. Indeed, the very name of the online seller of discontinued, used, and refurbished Apple products is in honor of two other Pomeranians that Mayer used to own. The company's Web site, www.smalldog.com, is hooked up to video cameras so that Mayer can relay images of Imelda and Fan Tail Shrimp to his customers all day long.

Smalldog.com serves, moreover, as sort of a canine gallery for customers, who can have photos of their own prized pooches posted on the site. "Dog lovers tend to like other dog lovers," Mayer notes. His love extends to his employees' dogs, which he allows to loll about the office with Imelda and Fan Tail Shrimp.

Copyright © 2000 G+J USA Publishing

Related resources at inc.com:
Brand Marketing: The Dos and Don'ts of Naming
The Name Game
Forgo the Logo
The Name's the Game