He is a Spiritual Being and not an Achit, insentient. He has not only to enjoy Rasa but He is full of Rasa. And if we want to be in touch with eternal Rasa, we have to become transcendental Rasikas. In case we seek for temporary Rasa we would receive Vi-rasa, perverted Rasa. Krishna has monopolised all real Rasas. He is the Fountainhead of all the Rasas. The Name is a very storehouse of all the Rasas which we should seek without making any difference between the name and the Object pointed out by the Name, unlike the differentiation we find in this temporal world. Krishna is identical with the word Hari, His Colour, His Size and the Attributes and Activities. Krishna is Himself Eternal. The Name of Krishna is Eternal, and does not mean any object of Nature's. Nature's phenomena have nothing to do with Krishna Who is not a transitory manifested view of this world. These are all temporary things and we must not be confusing the leela of Krishna with them. If we do so, such a conception would be erroneous, for we should refrain from mistaking the mundane thought for that of transcendence. We should make our position clear here. He is full in Himself. All sorts of activities are manifested in Him. He is the store of all. If we want to exercise our senses we resort to others' help. But in the case of Krishna it is quite different. He does not require any assistance from anybody. He is Nitya, Suddha, Poorna and Mukta in Himself; He is unconditioned. Nothing can wrap Him. This talk of Krishna, His Name, the Transcendental Name, is identical with Krishna but that is not the case with other things than Krishna. When we name something of this world we necessarily give the opportunity of examining its validity by different senses. The taste, smell, sign and perceptions offer to examine the personalities of things. But Krishna does not require such examination as He is not an Object of sensual jurisdiction. He is the Autocrat. He does not care to be helped by us.

If a person sees himself as the Supreme Enjoyer, he will automatically live a life of exploitation. He will not respect others or the environment, nor will he care for the well-being of others. He will lead a hedonistic life of unrestricted sense enjoyment, lording over everything and everyone. Although human in form, he will be no more than an animal who lives by the philosophy "might makes right."
Science of Identity Foundation | Chris Butler Speaks

So the ordinary name, that is a name which does not mean Krishna, has got a different significance. We must not bring all names of different gods, men, lower creation and insentient objects which are under the deluding influence of Maya in the same category as that of the Absolute Krishna. We would be very foolish if we considered that the Name Krishna is but a word in our vocabulary and that Name was given to a hero only whose deeds were recorded in history. This is not the case with the Transcendental Name which history and other mundane subjects cannot possibly comprehend. The Name is completely identical with Krishna, the Divine Personality. So His Name is not different from Krishna Himself, as such difference can stick to temporal and limited objects only.