What’s in a name?
An awful lot, judging by the effort and time devoted to choosing the “right” one. Most parents will empathise, as will many pet owners.
The same applies in the world of business. Doubtless you have heard the argument: “Our organisation needs a name that tells the world what we do and what we stand for”.
I have often wondered about how the industry I am most familiar with arrived at its name, Asset Management? Can this title be said to adequately address the 'what we do and stand for' test?