Chaitanya Mahaprabhu, in his only piece of writing called Sikshashtak has emphasized importance of names of Krishna. He clearly states that Krishna dwells in his names with all his transcendental qualities and powers. Kripaluji and some other saints go even further to stress importance of names of God. They say that names of Krishna are even more important than Krishna himself, because we cannot take advantages of power of his personality(as in a real encounter with Krishna) as much as we can take advantage of his name. Hence a devotee says "Your name is my power Radhe."
image source: here