Talk about making an impression on customers. In every shipment of her company's product, specialty real estate appraisal forms, Ruth Lambert encloses a plastic fishing worm. Sounds like a desperate and doomed promotional stunt? Lambert's 15-year-old company, with approximately $3 million in annual sales, is the biggest in its field, not to mention one of the world's largest users of plastic fishing worms. The company's slogan: "There's nothing funny about our service." And its name? Forms & Worms Inc. That in itself is a stroke of genius, as a leading advertising executive once observed when he saw the name of Lambert's company on a list of attendees at a conference he was addressing. "Before I start," he said from the podium, "I would like to tell whoever you are from Forms & Worms, and whatever it is you do -- don't ever change your name!"