The power of words - how they sound, how they look, what connotations they bring - should never be underestimated. If you want to give a person, company or product a decent start in life, take some trouble to name it properly.

First, employ your imagination. Do not choose the lazy alternative by going straight for the predictable option every time. If there is heritage, use it, but only where appropriate. I cannot understand the conceit of American men who give children their own name with the appendage 'Jr'. How will such poor fellows escape the shadow of their fathers?