Charles Aznavour's lyrics from a song called "The Sound of Your Name" explains and explores the power of a name.
"The sound of your name comes to me any hour
on wings of the wind, like the scent of a flower
how can I explain, it's impossible power
The sound of your name"
If you've ever called someone by the wrong name, you know the reaction can be anything from puzzlement (you talking to me?) to annoyance (sorry - I'm not Lisa) to anger (the least you can do is get my name right!).
So if names have power why use them carelessly? One of the oft repeated and easily preventable mistakes job applicants make is referring to another employer or another employer's openings when sending out covers and resumes. People, people, people - always double check your cover letters and resumes to make sure they actually reference the employer and job you are applying for before hitting send! Mistakes like this one can be fatal to you in any job search because
1) covers and resumes are a work product and if they're faulty it reflects badly on the sender.
2) they easily indicate that the applicant is repeatedly sending the same cover and resume to multiple employers rather than taking the time to match their qualifications to the employeer's actual job opening.
3) the sender didn't care enough to send the very best (yes, Hallmark, I'm "borrowing" your tagline!)
The negative reaction that happens when an employer receives a cover letter refering to someone else's company or someone else's job usually isn't communicated to you except by silence so the only way to avoid this mistake in the future is to audit, edit then send.