A devotee should think that the Lord is very kind, more merciful than one can imagine and because of that mercy He is manifested in His name. One should meditate on verses like kali kale nama rupa Krishna avatara nama haite haya sarva jagat nistara, "The Lord incarnates in this age of kali in the form of His name and anyone who associates with this name is associating with Krishna directly and certainly becomes delivered."
Blog "Meditations on the Holy Name", 2009-04-29 (Interview for Dhanurdhara Swami's book "Japa Meditations, Contemplations on Entering the Holy Name")