David

Well, let me start off with this.

First off, nothing that you will do in your brand will be used more often or for longer than your name.

And it's not so much, you know, is one good name better than another good name?

It's getting the right name.

And that's really what our success has been built on or based on is you gotta think through what the right name can do for you.

Because if you get it right, first off, it's the highest frequency

leverage, something that happens all the time, that's leverage for you.

The name compounds over time.

The difference between an okay name and the right name that actually creates a strategic advantage, our goal is to always create asymmetric advantage.

Impossible does that, Swiffer does that.

I mean, I'll give you a very recent example.

We changed Codium to Windsurf.

Now, nobody knew about Codium, really.

No one knew how to spell it.

They couldn't search it.

Their SEO was bad.

We worked with them over a six-week period, changed it to Windsurf.

I mean, there's a story behind that, but we don't need to get into that now.

And boom, that brand took off.

Now, that's an example of the power of a name.