The Lord’s holy name is the means by which we can achieve perfection in Kali-yuga. It is up to us to take the holy name and embrace it in the core of our hearts, and to chant it with a proper attitude. Srila Rupa Gosvami tells us that the holy names are very, very sweet because they are nondifferent from Krishna. Krishna is akhilarasamata-murti, the transcendental form of unlimited rasa (relationships) with His devotees. Thus the holy name, when chanted properly, can reveal one’s eternal relationship with Krishna.
(LFD, Vol2, Chanting Purely, Pg 108, 4th paragraph)