So yesterday the Hooke & Marshall team had some undeserved luck at the Cheltenham Festival by backing 33-1 outsider 'Flying Tiger' in the 16.50.
This was no form based, science led, data driven exercise. It was pure, luck (fate, some might say), and not the type you can practice to get more of (Golf fans will appreciate the reference).
This horse was chosen purely because of its name 'Flying Tiger', but mainly as it was a reference to the popular Danish retail outfit of the same name.... Flying Tiger.
The exact reason why we backed this will remain a mystery to the reader, but not to those in the know. Suffice to say, in this case it was very much 'who you know' and not 'what'.
However, there are lessons to take for aspiring organisations out there; there is more to a name than just how it rolls of the tongue. What does it represent to the vision of the brand? What does it say to consumers and what are their discussion points when thinking about it?
Our name came from two chaps that pioneered microscope technology, as we wanted to look into things in more detail than most. But after that it also gave us one or two angles to pursue elsewhere.
So have more than a think when you next want to put a name to your latest business idea, try and layer the thought process to go a bit deeper.
Or choose a Racehorse that might win you a few quid and name it after that!