The Name Game

What’s in a name?  Often it’s where your enterprise finds its strength and identity.  It used to be when you started a company, you put your name on the door and over the factory. 

At Ford, DuPont, J.P. Morgan, Johnson and Johnson, and Levi-Strauss, the name of the company was the name of the boss — and it was his prestige and his reputation that was on the assembly line.

Then it became fashionable for companies to use a kind of corporate shorthand to reflect the collaborative, team-spirited endeavor that made the company .....