If you bring up the help with:
 Code:
C:\>start /?
Starts a separate window to run a specified program or command.

START ["title"] [/Dpath] [/I] [/MIN] [/MAX] [/SEPARATE | /SHARED]
      [/LOW | /NORMAL | /HIGH | /REALTIME | /ABOVENORMAL | /BELOWNORMAL]
      [/WAIT] [/B] [command/program]
      [parameters]

    "title"     Title to display in  window title bar.

You will see the first parm in "quotes" is the title so you need to include the title first.
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Give a man a fish and he will be back for more. Slap him with a fish and he will go away forever.