Even though we chant the Holy Name here in the material world as a means of purification, our understanding is that the Holy Name of the Lord and the Lord Himself are non-different. Our connection with the Holy Name is our connection with Krishna. If our connection with the Holy Name and with Krishna is non-different, then that is an eternal connection. We are eternal servants of Krishna. Therefore, we should want to establish and keep our eternal relationship with the Lord. Unfortunately, we have forgotten that relationship; so, at the time of initiation, the disciple is given the Holy Name of the Lord—the means to remember Him—and that Holy Name must be chanted with great faith.
MKV, Vol 2- Pg 4, (Initiation Lecture—Kiev, Ukraine—15/11/01)