Having the right name can make a big impact on the success of a business, its longevity and its perception by the public. A name that reminds people of something unpleasant could cause a business, its brand or one of its products to flounder. A name that intrigues consumers or causes them to think of something positive has the potential to make a considerable increase in a business' level of success. As one of the top ten naming agencies in Australia, The Sponge is known for its ability to fully research the minds of the public through the convening of focus groups. They take the time to get a feel for what the public is thinking when it hears certain names, words or phrases. The Sponge uses this information to present its clients with viable options that make sense based on the client's market niche, goals, and the company's vision.