Let’s put it this way. Over the years, we have created and sustained many of the world’s most durable brands. We make a lot more hits than companies who think up their own symbols and names. I’m not suggesting that a company couldn’t get it right with a stroke of insight or genius or luck. But if it’s your own brand, how can you possibly be objective? I mean, would you name your own baby … I mean, of course you would name your own baby. But wouldn’t you ask your friends and family for suggestions and recommendations? Perhaps they would open your eyes to a name you’d never considered.